We recently surveyed our community. Hundreds of real mothers at every stage and asked them one simple question: what have you been missing when it comes to underwear? The responses were honest, hilarious, and at times a little bit savage. We loved every single word. Here’s what came back, plus what we’re building because of it.
When will I get back to wearing “normal” underwear after having a baby?
The honest answer? When it feels right and for most of the mums we surveyed, that moment took longer than expected. The majority told us they lived in their maternity underwear for up to a year after giving birth, and a significant number are still wearing it well beyond that. Not because they want to, but because nothing else actually works. Your body after a baby isn’t the same body it was before — it’s softer, different in shape, and still changing. There’s no rush and no right answer. What matters is that what you’re wearing actually fits and feels good.
Why doesn’t my old underwear fit anymore?
You are not imagining it. Your body genuinely changes shape after pregnancy — hips are wider, the pooch is stubborn, and hormone fluctuations mean your size can change month to month. In our survey, the most common knicker complaints were the waistband sitting in the wrong place, elastics digging in, and underwear that just doesn’t stay put. Pre-baby underwear was designed for a pre-baby body. It was never going to keep up and that’s not a you problem, that’s a market problem.
What do mums actually want from their underwear?
We asked, and you delivered. The most common answer by a long way was this: comfort AND a little spice. Not one or the other. Mums are tired of being offered either sad beige basics or underwear that was never designed for a body that’s been through it. You want something that holds you in the right places, sits in the right place, and still makes you feel like yourself. One survey respondent put it perfectly: “Something between Bridget Jones and 50 Shades.” We couldn’t have said it better ourselves and this did make me lol.
What should I look for in everyday underwear as a mum?
Based on what hundreds of mums told us, here’s what actually matters. A waistband that sits in the sweet spot — not at the widest point of your pooch, not digging into your C-section scar, but just right. A stretch that genuinely recovers so it moves with your body through hormone changes and fluctuating sizes. A seamless finish that disappears under everything and gives you the most comfort.
Will underwear ever feel better after having a baby?
It should and that’s exactly what we’re building. Our current collection was designed for pregnancy and postpartum, with a stretch-and-recover knit that adapts to your changing body and a seamless finish that works at every stage. But what came back loudest from our survey was this: the bump was just the beginning. Mums want underwear that understands their new needs— bringing back comfort with a sprinkle of sexy. The underwire and lace doesn’t always cut it like it used to.
I had two c-sections and no matter what I do the mum pooch won’t quit, breastfeeding and losing weight quickly after my second baby meant my breasts no lack volume. Underwear designed for all women, doesn’t consider these details. Thanks to your amazing feedback, I am now on my second mission to carve a space in the market just for mums— our bodies are different!
Want to be involved in the development process or be the first to know when it launches this AW26? Then join our mailing list here.
Love, Giorge x
Mutha in Chief
