Isabella Oliver pre-loved and rental scheme plus a lovely charity initiative

Get a great maternity wardrobe at an affordable price

Maternity brand Isabella Oliver is making it easier to look great through your pregnancy with a couple of great schemes.


The brand is encouraging former customers to donate their pre-owned maternity wear to either be repurposed, re-loved or recycled.

On average British women will splash out almost £700 during their pregnancy on maternity clothes. During the nine months they are carrying a baby, women will buy 21 new items of clothing, including two pairs of jeans, three pieces of new underwear and one dress for special occasions. While a disappointing 17 per cent of these pieces do not even last the full term.

With only a short life span, these will be worn on average from 16 weeks into the pregnancy, until five weeks after they give birth, meaning maternity wear is often considered ‘fast fashion’.

A tenth of new mums admitted they threw away their garments after giving birth, while more than a quarter gave them to a friend or relative and three in 10 donated them to charity.

The research of 500 mums who have had a baby in the past five years was commissioned by Isabella Oliver which encourages a ‘buy less, care more’ attitude, and has recently introduced an industry first, Pre-Loved initiative.

The goal of the programme is to decrease the levels of maternity wear production and radically reduce the maternity fashion waste going to landfill each year.


As part of Isabella Oliver’s mission to become more sustainable and increase the longevity of maternity clothing, a new rental scheme has been introduced.

The service caters to a growing number of pregnant women who want to purchase just a few key items and rent the rest. Encouraging customers to ‘go greener’ and eliminate the effects of fast fashion, radically changing the maternity sector.

Isabella Oliver offers its customers the option to rent clothing including; partywear and key pregnancy essentials for a period of two weeks, before returning free of charge. Customers also have the option to buy the product outright.

The programme is part of the maternity brands Recommerce initiative, seeking more sustainable processes and ultimately prolonging the lifecycle of pre-owned garments.

Founded in 2003, Isabella Oliver has proudly dressed over 1 million pregnant women around the world. Style, quality and comfort are at the heart of what they do. A winner of The Queen’s Award for enterprise, Isabella Oliver has a strong focus on fabrics that fit, flatter and grow as a pregnant woman’s body does. Isabella Oliver has many A-list fans including Jessica Alba, Kate Hudson and Beyoncé.

Charity T-Shirt

Isabella Oliver has also launched the Thalia Maternity Tee in partnership with maternal health charity Birth Companions.

a UK based charity that is dedicated to offering practical and emotional support to pregnant women and new mothers experiencing disadvantage. Working in prisons across England and in the wider London community, Birth Companions specialises in supporting women that face a range of difficulties that can often make the birth of their baby a time of anxiety, stress and hardship. These can include immigration issues, homelessness, financial difficulties, mental ill-health, involvement with social services and a history of domestic violence or sexual abuse.

“At Isabella Oliver we are passionate about giving back” says Founder and Creative Director Baukjen De Swaan Arons.  “We are excited to support the great work the team at Birth Companions do, which will ultimately help create positive change in the lives of vulnerable pregnant women.”

The Thaila tee has been designed with this issue in mind and shares the slogan “You and me baby”. Launching as part of the SS20 collection, 50% of net proceeds from sales of the tee will be donated to Birth Companions to help support their valuable work.

The Thalia Maternity Tee is available to buy online at; IsabellaOliver.Com, in sizes UK 4 – 16, £39/ $59.

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