Be a stylish mom!

Morph maternity offers trendy, comfortable and leak-proof clothing for expectant mothers, says Barnalee Handique

Good news for would be mothers! Morph maternity, a brand under Yashram lifestyle, founded by Deepa Kumar designs clothes for pregnant women, which are not only stylish and trendy but also have a leak proof layer.
Kumar explains the concept behind the brand, “There isn’t a single place where one can pick up some exclusive and stylish outfits under one roof. It was then that we started toying with the idea of creating a specialty space where expectant mothers can shop to their heart's content. We did some research, conducted surveys and Morph was born. Today, the brand offers a wide range in ethnic wear and western wear for moms-to-be.”
In a market swamped by maternity brands, Morph Maternity has got a positive feedback and popularity. What we liked about the brand were the drapes and the cuts, the mix of fabrics, prints, colours and the wide range. Kumar says, “ Pregnant women should feel comfortable with what they wear. The collection offered by most maternity brands is inadequate. Normally, the focus is on the western wear. But our collection has a mix of both. Moreover, the clothes are bright and colourful and tailored from a variety of materials. Our ethnic range has nursing kameezes, kurtis, cholis, maternity salwars, churidars while the western wear section has trousers, capris, tops, dresses and evening wears.”
All the tops have a concealed opening which helps in easy nursing. Besides that, all the garments have a leak proof layer. These clothes are designed to fit during and after pregnancy, and are priced from Rs 399 onwards. Sounds unbelievable? But it's true!
Even as we speak of this, the brand has come up with other innovative concepts. It has designed visual stimulus patterns that help infants develop vision. The patterns have been tested and verified by a paediatrician, claims Kumar. Another discovery of the brand is the anti-electromagnetic radiation belt that can be worn by pregnant women inside or outside their garments. A special fabric is used to make these belts that claim to protect the unborn child from the harmful EM rays emitted by laptops, cell phones, TVs, microwaves and so on.
“I think what distinguishes us from the other maternity brands are the most updated and innovative products that Morph has launched in the market,” Kumar informs proudly.
As for the future plans, Kumar plans to innovate and invent the ethnic maternity wear category and spread their wings across the country as well as internationally.