Womenswear brand And steps into maternity wear

By

Isabelle Crossley

Published
Dec 5, 2019

Womenswear brand And has launched its first-ever maternity line featuring western and fusionwear staples, as well as workwear.

The maternity collection launched on And’s dedicated e-commerce store with a diverse array of casual staples, occasion appropriate pieces, and workwear designed for expecting mothers, the brand announced in a press release.

“And has always wanted women to be empowered through her clothing be it any phase of her life even through her pregnancy,” said the brand in a press release. “Hence, they are launching And's first-ever Maternity Wear collection!”

The collection features loosely tailored pieces to accommodate expectant mothers’ changing sizes and adds personality to the simple garments with embroidered floral motifs, tassel details, and waist ties. The maiden collection launched with a colour palette of shades of white, blue, yellow, olive, wine, and black. Prices range from Rs 1,499 ($20.92) to Rs 3,299.

Designer Anita Dongre launched And in 1999, as a high street womenswear label and the brand now has exclusive outlets across India’s metros including in Goa, Mohali, Delhi, Mumbai, Bengaluru, Kolkata, and Ahmedabad, among others.

The brand launched a line of activewear in summer and has a simple, modern aesthetic.