Ilouity is a clothing label from Stockholm, focused on maternity and nursing wear, founded by two friends who between them are mums to six kids. It all started when we struggled to find pieces we actually wanted to put on: nicely tailored, properly made and comfy enough for everyday life.

Our range is deliberately compact, made of pieces a whole wardrobe can grow from. You will find stretch denim that keeps its shape, soft organic cotton tops with a slightly longer cut, and dresses and trousers that go from the workday to an evening out. Every piece is designed in Stockholm and built to stay in rotation well after the maternity months are behind you.

To us, great clothes should feel personal, no matter which stage of life you are in. Our sizes and cuts are shaped so that any woman can land on a fit she adores.

Drop by our Stockholm shop on Regeringsgatan 52, or email us at contact@ilouityshop.com.