Set to launch for Fall/Winter 2022, adidas by Stella McCartney has announced a capsule collaboration for expecting and new mothers. The Maternity Collection is the latest endeavor the pair is setting off on and it’s a great one to see.
The new collection was developed to support those that are pregnant and postpartum. It features the adidas by Stella McCartney classic animal print and uses soft and stretchy materials that adjust as the body grows and are versatile to wear no matter the sport you’re practicing, from jogging to yoga. As always the pieces are made with a percentage of recycled polyester, some of them using Parley Ocean Plastic, and a couple of them being blended with organic cotton.
With this launch, we see the first ever sports nursing bra from adidas, which is a great example of a brand expanding its range and catering to a specific customer base to be more inclusive. It allows women to be comfortable and breastfeed at a moment’s notice, even when working out. It’s a great incentive to feel welcomed and included in the sports world.
“More than ever, we need to ensure sport is an inclusive space, which means innovating and catering to the specific needs of our community,” explained McCartney when talking about the new collection. “Too often, maternity performance wear is muted and pared back and we’re so proud to be introducing our first ever collection that reimagines pregnancy workout style. Each piece is designed for comfort first, but with technical details and bold colours that allow new and expectant mothers to express themselves. It has been hugely exciting to create the collection during a time when women no longer need to choose between their pregnancy wardrobe and remaining true to themselves.”
The key pieces of the collection are of course the ‘Performance Nursing Bra’, which features an easy-to-open clip solution and adjustable straps, and the ‘Maternity Tank’ which boasts a sleek fit and bold animal print.
You can also find a pair of ‘Maternity Tights’, designed for low-impact workouts and with a belly insert for support and comfort. There is also the ‘Maternity Pant’ available in the collection, with a relaxed silhouette and bungee cord adjustable waist. This piece features a soft fabric for the belly insert. Last but not least, the collection features a ‘Maternity 3-in-1’ Jacket that has a removable insert to allow the baby to be carried inside.
When it comes to inclusivity, this is an exciting step for adidas by Stella McCartney, opening up its offering and creating a welcoming sense for a whole new category of people. You can already shop the Maternity Collection via the adidas app and on the adidas website.