Nursery Today magazine

Stylish motherhood without compromise

Sarka London, the new 'go to' fashion brand for new mothers launches. 

Launching this month, British brand Sarka London, the first fashion brand built entirely around the style needs of new mothers. Born of a frustration that the fashion industry abandons their customers once they’ve had a baby, Sarka London’s collection of tops, dresses, skirts and trousers allows them to breastfeed, support a C section and luxuriously cater for a changing body shape postnatally, with no compromise on style.

Sarka is an all female-founded British business, named after an Eastern European goddess who fought for the matriarchy, Sarka is launching initially online at The founding team behind Sarka, Jules McKeen, Julie Reynolds-Smith and Rachel Hales combines a wealth of experience within the fashion and retail industries including M&S, Tesco, Next, Myla, Soho House and breastfeeding brand ‘Peaks of London’.

Sarka London’s no compromise ethos extends to manufacturing the line ethically and sustainably in Britain, and creating a company culture, which supports flexible working and is driven by the mission to reduce the style compromises new mothers unfairly face. Marketing support activity for 2019/ 2020 builds on the strategy of ‘by women for women’ through grassroots peer-to-peer customer loyalty which is particularly important for this niche market of new mothers.

Sarka CEO and Co-Founder, Jules McKeen, comments: “After having babies, women’s bodies change and suddenly they find they have new demands on their wardrobe. When I had my first child, I felt like the fashion industry suddenly forgot about me; my tops didn’t work for breastfeeding, I didn’t want to see my maternity clothes ever again and I wanted my own style back. That’s why we created a collection of functional yet fashionable clothes for new mums, so there’s no longer a choice between style or practicality. We know there are enough compromises to make when you're a new parent, having to compromise on your own style identity is just a step too far.”

Following rigorous research and development, the relaxed Scandi style modular postnatal collection belies hidden functionalities which help women go about their day with a baby in tow, from adjustable waistbands and hidden back phone pockets, to secret ribbons to show which side you’ve breastfed on last. Perfectly balancing comfort with style, Sarka’s trans- seasonal postnatal clothing and accessories allow new mothers to look and feel good whilst maintaining their own style and identity.

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