This isn’t your average maternity bra.
For new and expectant mums, the search for a nursing bra that’s both supportive and stylish can feel like an impossible task.
But the latest drop from Australian cult underwear brand First Thing might just be the answer.
Know the news with the 7NEWS app: Download today 
Launched by Sydney-based mum and founder Georgia Gazal, the Maternity Bra is a re-imagining of what post-baby comfort can look and feel like.
Made from the same buttery-soft fabric as the label’s best-selling underwire bras, the new release offers the kind of support and ease-of-wear mums crave, with a little more thought put into the design.
Georgia, who is a mum of two, says the idea was born out of frustration.
“I wanted something that made me feel a bit more like myself while breastfeeding and in the chaos of early motherhood,” she explains to Best Picks.
“So I created it.”
That simple insight led to a piece that’s anything but basic.
The Maternity Bra features easy-access feeding clips, hidden support slings, and extra hooks to accommodate changing body shapes.
The adjustable straps and ultra-stretchy fabric are designed to move with you – whether you’re nursing a newborn or chasing after a toddler.
The bra is available in sizes S to XXL, and comes in three neutral shades: Blush, Taupe and Black.
At $69, it’s not only affordable but thoughtfully made with mothers and the planet in mind.
Sustainably soft and ethically made
Like the rest of First Thing’s range, the Maternity Bra is made using fabric that’s soft enough to sleep in and durable enough for daily wear.
It’s manufactured in Indonesia and China with ethical standards in place, including annual audits to ensure fair labour and quality control.
The brand is also continuing its push for sustainability.
Packaging is 100 per cent compostable, made from reusable corn starch bags, and their wider range includes eco-friendly materials like recycled nylon and fabric derived from sustainably sourced beechwood trees.
For a generation of mums who want their underwear drawer to feel less clinical and more them, First Thing is filling the gap.
And if their past sell-outs are anything to go by, you’ll want to be quick.
The Maternity Bra launches exclusively from their website from 6 pm AEST on Thursday, 7 August, and with hundreds of mums already watching the drop, it won’t be staying in stock for long.
