By ANDREA ROBERTSON, FREELANCE COMMERCIAL CONTENT WRITER
Published: 06:16 BST, 19 August 2026 | Updated: 06:43 BST, 19 August 2026
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A new venture by the women behind bestselling maternity brand Bae the Label has launched to much excitement from its loyal fanbase.
Where Bae is beloved for its chic, stylish take on pregnancy fashion, its founders are now focusing on women's wardrobes beyond the bump.
Many mothers experience something of a wardrobe crisis following pregnancy, when they dress to suit their changing figure, and postpartum, where comfort and practicality are the priority.
When they're finding their feet in the next life stage, their old clothes don't always feel like the right fit – whether their body has gone through natural changes, their new day-to-day requires a different uniform, or disposable fast fashion trends don't make the cut anymore.
Eunoë is designed for her: A collection of versatile, 'elevated basics' designed to mix and match, make getting dressed every day effortless, and built for wearing on repeat.
'We've been making clothes for maternity and then realised nobody was making anything for women afterwards,' founders Lisa and Megan said. 'There was fast fashion, and there were more conceptual designer cuts. Nothing built to actually fit, or last. So we made it.'
The effortless 'cool mum' capsule wardrobe: New Aussie brand Eunoë is a collection of versatile, 'elevated basics' that make getting dressed every day effortless
The range includes a pair of jeans dubbed 'perfect' by customers, cosy knits, classic tees, elevated track pants, shorts and linens. Pictured: Nylon Track Jacket in Bone
The range includes a pair of jeans dubbed 'perfect' by customers, cosy knits, classic tees, elevated track pants and linens.
Designed with 'women who've outgrown fast fashion' in mind, everything is timeless in style and high quality in construction, made to last and endure changing trends.
Standout favourites from the first collection include a sporty track jacket that can be worn for any casual outing from the school run and sports to coffee, errands, or the gym.
Designed with 'women who've outgrown fast fashion' in mind, everything is timeless in style and high quality in construction, made to last and endure changing trends
