Brisbane-based and sustainably produced startup Lána the Label is bringing modern maternity wear to the Australian fashion industry with the launch of its label this week.
A step towards removing barriers to stylish and affordable maternity clothing, Lána now offers classic styles available for purchase or to rent for special events. Lána creates pieces that supports women through pregnancy and breastfeeding, focusing on classic pieces that last generations rather than months.
Each piece is designed in collaboration with mothers, with the collection being manufactured in Brisbane. United Nations Young Leader and Lána co-founder Edda Hamar is no stranger to the fashion start-up scene, having spent the past eight years building Australia’s largest sustainable fashion runway show Undress Runways. Edda says Lána’s approach is quality over quantity. They make small runs using end-of-line fabrics and a zero-waste mentality, with nothing going into landfill. “Fast fashion isn’t cutting it anymore. We have also created a maternity marketplace where mothers can access modern designer items, pre-loved maternity pieces as well as sell their own clothes once they are done with them,” she says.
Lána the Loop is Edda’s second creation, a maternity marketplace where mothers can resell or rent out their pre-loved maternity wear. “When women’s bodies begin to change and their bellies grow, their options for clothing are hugely diminished. Our mission is to empower women as they journey through motherhood by providing access to stylish, affordable and ethical maternity fashion.”
Lána’s latest campaign showcases bold designs, featuring vibrant hues of orange along with classic blacks. Lana the label and its maternity marketplace features both bump-friendly and “beyond the bump” designs.
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