Beyond Nine’s founder Naomi doesn’t believe in maternity clothing. Why are women expected to buy a whole new wardrobe they don’t like and can’t wear again after the baby’s born? Her answer to this: pieces anyone can wear – before, during, and after a pregnancy. With a baby, or without. After huge success and a growing cult following, Naomi needed a new brand to scale up her business and set her apart from any copycats on the scene.
We worked closely with Naomi, creating a brand and campaign that not only reflected every customer’s life stage, but that established Beyond Nine as its own retail category. This isn’t ‘matwear’, it’s ‘everywear’.