The aptly named brand, Boob, was born in 1999 when founder Mia Seipel saw her sister in an uncomfortable position. "When my sister had her second child in 1999, I thought it looked complicated and cold as she was about to breastfeed. And so the idea of Boob was born."

"I wanted to make smart yet fashionable clothing with easy access for nursing and room for growing bellies." Prior to creating Boob, Seipel was a graphic designer and art director with clients such as H&M and DesignHouse Stockholm—and she brought that Scandi love of design to her new collection. "My starting point when making the collection is very Swedish. First of all, the garments must solve a problem and fulfill a purpose. (We Swedes are functionalists to the core.)"

It's been a successful, nearly 2-decade run. Most recently, Boob is joining forces with stylist Emma Elwin on a new collab, "Since I am always keeping an eye out for inspiring people and companies that share the same view, I already had my eye on Emma and her site Make it Last," Seipel said.

For her part, Elwin has had an eye for both style and sustainability for some time. "It was a sustainable match made in heaven! I had also been longing to design garments again, and it felt so much fun to be involved with something that had such a strong connection to women."

The results of the partnership is a collection of 4 easy pieces in a minimalist palette—utilizing stripes and a great pair of black trousers—to keep women who want to maintain their cool throughout 9 months of pregnancy and breastfeeding. "My goal was to create styles that I would love to wear even if I was neither pregnant or nursing…I have given this a lot of thought and here in Stockholm I find that it is not considered cool to buy pregnancy clothes. I think many women, like myself, don't want to change their style just because they are pregnant."

The collection is now available to shop on boobdesign.com.

Kerry Pieri is Harper's Bazaar's Digital Fashion/Features Director. Kerry oversees the fashion vertical for BAZAAR.com, including launching digital covers, styling celebrity features, and managing recurring features including Brand Watch and My Life in Three Looks. In addition, Kerry edits the “best of” each season, from shoes to bags, denim and coats, and is consistently looking for shifts in the fashion realm to lend a voice. Kerry formerly served as the Editorial Director of  StyleCaster.com and as a producer at Full Frontal Fashion. She lives in New York with her husband Steve, and baby girl Lila Sky.

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