Nine the Label - independent, female run maternity wear brand loved by celebrities, influencers and industry experts, launch their AW22 collection.

Exhibitor Press Releases

01 Oct 2022

Nine the Label - independent, female run maternity wear brand loved by celebrities, influencers and industry experts, launch their AW22 collection.

Nine The Label

LONDON, 2022 - Nine the Label is an independent, UK based maternity wear brand, co-founded by Olivia Balfour and Scarlett Giannotti – first time, style conscious mums who want to solve the challenges, frustrations and needs that they and many other mums experience during pregnancy and motherhood: how to confidently dress without sacrificing their sense of style and feeling like they’re investing in a short term solution.

The third collection, launching in October 2022 is their biggest collection yet, made up of premium woven garments and luxurious knitwear pieces, some of which are returning, sell out styles. It consists of classic and wearable silhouettes in Nine’s signature neutral tones and introducing some pops of colour. The collection was made in the UK and Italy and is priced at a premium high street price point of £150 - £300. The fabrics and yarns were chosen for their comfort and flexibility and the pieces were designed, made, produced and shot by an all-female team, something the founders are very proud of.

Scarlett, Co-founder and Creative Director says: ‘Being the mum of such an amazing little lady, having an all female work force is something I am so passionate about so we were so excited when we were able to pull together this powerful team of amazing women. We also made the bold move to use a real mother-to-be to model the collection rather than a professional model and the outcome was better than we could have hoped for.’

With their innovative, timeless and minimal designs, classic silhouettes and carefully selected fabrics, Nine the Label aims to redefine maternity wear. They offer a capsule wardrobe that stands the test of time through multiple pregnancies and adapts with the female form allowing women to feel confident and empowered as their bodies evolve through the stages of pregnancy and into motherhood.


Brand Information:

When asked about how Nine the Label came to life, co-founder Olivia said: “When I first found out I was pregnant at the end of 2020, I approached my friend Scarlett, a fashion stylist and new mum, for advice on how to dress my bump. After much discussion on the frustrations and lack of variety in the maternity wear market, and after to speaking to 100+ other mums and mums-to-be who felt the same, we decided to do something about it and so...Nine the Label was born”

Scarlett Giannotti, Co-Founder said: “Through my own experience of dressing through pregnancy, retaining a sense of style was a significant part of my journey. Having a good eye for great design combined with my professional knowledge and experience of fashion styling and imaging, and Olivia’s marketing expertise on how to bring a brand to life, Nine the Label was passionately created by us. We believe that Nine the Label will be the go to styling resource for all mums and mums-to-be, providing premium, stylish, timeless clothing that can be loved over and over again.”

Nine the Label will make two collections each year, and promise to continue producing their garments with the best, ethical factories around the world, source the best fabrics and keep productions small to reduce waste.

Company Information:

Scarlett Giannotti, Co-founder: Tel: +447960266998

Olivia Balfour, Co-founder Tel: +447780000955
Instagram: @nine_thelabel

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