My journey from crippling postnatal depression to founding a groundbreaking fashion brand

After having my first baby I was suddenly inhabiting a body that both inspired and alienated me. My body had done something miraculous, powerful and triumphant. 

But it also now felt unknown, new, and alien. 

And there was nothing in my wardrobe that made me feel confident in my new body. As I entered this new role and this new season of life, I couldn’t help but feel like the industry I knew and loved had left me out on a limb.

My entire career has been spent in the fashion industry and I am a firm believer that every single body can be dressed in a way that makes the individual feel beautiful. But in those early months, when the sleep deprivation and PND were eroding my confidence and joy, my “go-to” power-dressing was not an option. 

And when I spoke to other mothers, they felt the same. We could not find clothing that would fit and flatter our new bodies, pieces that would respond to the needs of our bodies, in styles that felt familiar or even made us feel the tiniest bit put together. 

Plus, we knew that our bodies would continue to change so how could we invest in clothing for now, when we didn’t know how long “now” would last?

And then, women from all walks and stages of life began sharing similar frustrations, over the lack of options available, the lack of clothing that provided style and functionality, clothing that served and satisfied. 

I knew the industry needed something new. I knew that women deserved more, deserved something better. So I reached out to my friend of 20 years and we began to conceptualise. 

And so, through the midnight feeds and endless days, The Female Archetypes was born. Based on the theory that the multifaceted nature of the feminine psyche is embodied in the ancient Greek goddesses. Our core ambition is to serve women, in all their diverse radiance, with beautiful, sustainable, shapeshifting garments, that respond to the body’s varying needs. 

We will provide the clothing that women can use throughout the many complex seasons of physical, emotional and psychological change, whether motherhood or menopause, whether faced with challenges with mobility or flexibility, ensuring sustainable style and matchless quality.

Women deserve a brand that honours the bodies we have and will have.

And we are here for you.