Zip and sip: How Milk Away pours style into breastfeeding
At the beginning, Aurélie asked herself a simple yet challenging question: "How can I breastfeed without having to undress every time? Alongside that, I wanted to continue my life as a woman just as before — breastfeeding, walking around, breastfeeding, shopping, traveling, breastfeeding. It was a no-brainer for me," says Aurélie.
She just could not find the right piece of clothing that did not make her look like a sack. However, her difficulties had a silver lining. Since she could not find what she needed, she decided to make a collection herself.
Fast forward to today, Milk Away is the Belgian brand of breastfeeding clothes for the coolest on-the-go moms in the world.
“When she closes her email with "All the b(r)e(a)st," we know we have just met a woman who effortlessly blends style with a sense of humor, making every interaction with Milk Away a delightful experience.”
Aurélie is part of every detail of her brand - from material selection and washability to the size and design of the labels and thank you cards.
What we enjoy most is the witty language of the brand. When she closes her email with "All the b(r)e(a)st," we know we have just met a woman who effortlessly blends style with a sense of humor, making every interaction with Milk Away a delightful experience.
On the name of her brand:
There are two meanings behind the name. As a very active mom and woman (what I call WoMUM), I wanted to find a smart name that is straightforward and easily understandable. For on-the-go moms, they need clothes that move with them, allowing the baby to drink anywhere, at any time. The idea of "take away" milk came to my mind.
There is another meaning: milk a way, with style, discreetly, thanks to the invisible zips on the sides.
On how women should feel in your clothes:
They should feel like a WoMUM. Before becoming a mother, they were women, wives. And they still are, just with the added role of a mother. Milk Away is the perfect partner to help them feel and remain the women they are, so they can embrace this new life change smoothly. They should also feel comfortable, of course, and at ease to breastfeed in public.
On her creative process:
Creating a new Milk Away outfit is a step-by-step process. First, I think about what I, as a breastfeeding mom, would find useful. Then, I check my own wardrobe and ask friends and the community for their thoughts.
With inspiration from different sources, I work with a designer to turn my ideas into a plan on paper. I also come up with a name and decide how to show it on the outfit.
After that, I send everything to one of two family workshops in Portugal, where they make a sample in the chosen color. We check all the details, take pictures, and put the new outfit up for presale. Then, I eagerly wait for the stock to arrive and get ready to send out orders. This whole process takes about six months if everything goes smoothly.
On the main challenge of the breastfeeding clothes:
Crafting pieces with high-quality, invisible zips are quite expensive so the real challenge is creating a timeless collection.
We want mothers to feel like a WoMUM, enjoying these garments not just during breastfeeding but also long after, through seasons and years. This is why our focus goes beyond breastfeeding, celebrating the essence of motherhood in every piece.
“Believe in yourself. Follow your instincts. Help each other. Go with the flow.”
On her wish for every breastfeeding mum:
Believe in yourself. Follow your instincts. Help each other. Go with the flow.
And enjoy every minute of this amazing adventure while smoothly embracing this life-changing event (made possible with the right clothes).
“I like to see life through their eyes: innocent and positive. I am proud.”
On what she loves about being a mum:
It's something I truly wished for, and to me, it feels like the most natural step in my life. I love to see my mini-me’s becoming great individuals with their own beliefs, dreams, characteristics and visions. I like to see life through their eyes: innocent and positive. I am proud.
All photos © Milk Away