Jules Fossett - Amoralia

Founded in 2003 and launched in February 2005 at the Harrogate Lingerie show, Amoralia is a brand of designer lingerie for pregnant and nursing women who want to feel feminine and desirable as well as comfortable throughout their pregnancy. For the first time luxury maternity underwear is beautiful yet practical, stylish but still comfortable.

Amoralia is the brainchild of Managing Director Jules Fossett, who having lived for some time in Europe’s top fashion cities saw an obvious gap in the UK for stylish maternity wear.  Spurred on by pregnant family and friends she secured funding from private equity firm Rupert Hambro and Partners to establish the business..

The key to Amoralia’s success is the research they have carried out to ascertain exactly what women want from their maternity lingerie.  The result is a range that is not only stylish but comfortable and practical, taking women through month one to breast feeding. Amoralia’s designer Julie Davies, formerly at Agent Provocateur and Myla, ensures up-to-the-minute styling and a consistently feminine design signature. No surprise then that the brand counts Hollywood star Rachel Weisz and supermodel Karen Elson amongst its fans.  

For more information, please contact 020 7357 7346

www.amoralia.com