Child’s play: Fashion and beauty brands tap into customers’ milestones to launch kidswear, maternity lines

SINGAPORE – Where fashion brand Love, Bonito once dressed women for their first jobs, it is now looking to clothe them as they prepare for their first child.

In the middle of last month (September), the local label relaunched its maternity line, called Embrace, which it started two years ago. The line was designed to fill a gap in the maternity wear market here, with stylish pieces that can take women from pregnancy to nursing, says co-founder Rachel Lim, 33.

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