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Cake Maternity Launches Diffusion Line Designed for Younger Moms

Maternity bras don’t have to be mumsy.

Cake Maternity, which offers maternity and nursing bras, swimwear and sleepwear, has created Charley M, a diffusion brand designed with the younger mom in mind.

“With a strong, young brand personality, Charley M is for the younger generation of moms, who are social and active,” said Tracey Montford, founder and creative director, who launched Cake in 2008 to fill a personal need for functional, stylish garments to wear during pregnancy and breastfeeding. It’s now sold in more than 45 countries around the world. “Through our new line, we aim to provide young women with a positive body message during this celebratory period of their lives.”

The line will launch in January at J.C. Penney, Asos and other specialty stores. Retailing from $25 to $40, it’s priced lower than Cake (which offers bras between $50 and $80) to target a younger buyer.

According to the brand’s website, “When it comes to supporting the awesome mamas of the world, we’re as democratic as possible. You’ll be able to find Charley M online, in department stores and leading specialty stores around the globe.”

The inaugural collection will include a variety of styles, including plunge and balcony, soft-cup, seamless, molded and active nursing bras, in a range of colors and embellishments.