Seraphine Unveils a New Era of Maternity Lingerie in Collaboration with Vogue Williams

Beautifully feminine. Expertly engineered. Designed for the changing body.

October 2026 marks a stylish milestone as British maternity fashion label Seraphine unveils its new 25-piece maternity and nursing lingerie collection. Brought to life through a stunning campaign starring Vogue Williams, photographed during her fourth pregnancy, this collection proves that while a woman’s body changes throughout pregnancy and beyond, her sense of style shouldn’t have to.

Founded in London in 2002, Seraphine has spent more than two decades redefining how women dress during pregnancy. Now, the brand is combining 25 years of specialist maternity design expertise with a fresh, fashion-led approach. The result is a collection featuring beautifully considered silhouettes, premium fabrics, and intelligent technical details designed to help women look and feel incredible.

Beautiful on the Outside. Brilliantly Considered on the Inside.

At the heart of this collection is the understanding that maternity lingerie needs to work differently. During pregnancy, a woman’s rib cage expands, her bust fluctuates, and her skin can become increasingly sensitive, while breastfeeding introduces an entirely new set of practical demands. Seraphine’s approach develops lingerie that adapts to the body, rather than expecting the body to fit the lingerie.

Thoughtfully engineered features across the collection include:

• Flexible, non-wired support and adjustable back fastenings.
• Discreet nursing functionality, including drop-down cups for easy one-handed breastfeeding access.
• Specially designed crossover styles providing gentle, clip-free comfort for sleeping and night feeds.
• A variety of fabrics and cuts, including soft braided bras, moisture-wicking bamboo styles, and smooth moulded T-shirt bras.
• Coordinating underwear available in under-bump, mid-bump, and over-bump silhouettes to balance a flattering aesthetic with necessary functionality.

Confidence Through Every Stage of Motherhood

Known for her effortless personal style and refreshingly candid perspective on motherhood, Vogue Williams brings an authentic voice to the campaign. She notes that feeling put together doesn’t come easily during pregnancy, but a matching set of underwear can do wonders for confidence. For Seraphine, this campaign celebrates the belief that women should never have to sacrifice personal style, femininity, or confidence when their bodies change.

A New Chapter for a British Maternity Authority

Seraphine, which has earned two Queen’s Awards for Enterprise in International Trade, gained global recognition when The Princess of Wales (then The Duchess of Cambridge) chose the brand for memorable maternity looks, including her first official family portrait with Prince George.

This new lingerie range is complemented by postpartum shapewear and activewear. Furthermore, the brand has announced that additional launches, including a sports bra, maternity leggings, tights, and flight compression socks, are planned for later this year.