Cake Lingerie launched its global ‘Real Mums, Real Fit’ campaign in March 2010. The campaign captures the true beauty of Motherhood and how all women can feel sensual and gorgeous yet comfortable and supported in Cake Lingerie, whilst pregnant & breast-feeding. The campaign went in search for ‘Real Mothers’ wanting join Cake Lingerie and celebrate their newfound curves in a ‘real’ and empowering campaign.

The essence of the campaign was simple: ‘real’ women that were pregnant or nursing, no models, and no Photoshop to be used on the body. Tracey Montford, the founder of Cake Lingerie, encouraged women around the world to enter. She says, “At Cake we design Maternity & Nursing Lingerie for real mums. Pregnant & breast-feeding women are beautiful and it’s important they look and feel the same. The challenges this period & time can throw up can be daunting, so we purposely chose to use real women with real life challenges. We are constantly bombarded with unrealistic body images, creating a pressure that just isn’t fair. Women should be celebrated and applauded.”

The campaign has witnessed an overwhelming response – from the media support, to the women wanting to be apart of the ‘Real Mums’ search. The campaign utilises garments from Cake’s latest– ‘Let Them Eat Cake’ collection, where the styling and fit is simply stunning!

Plum Pudding (pictured above, left) is a rich decadent range in a deep red and the highlight piece is a bra with an innovative flexi-wire, perfect for extra support and shape without constriction.

French Vanilla (pictured above, right) is a sweet favourite featuring enticing stretch lace in angelic baby blue.

Blueberry (pictured above / released June 2010) is a special surprise featuring a deep blue vintage inspired print. This flattering collection is a real slice of heaven. Blueberry is so appealing that Cake has extended their collection to include sleepwear. There is a magnificent robe, sleep short, luxurious modal ¾ pants and a camisole with the same amazingly soft fabric. The camisole features lace straps; seam free cups for perfect comfort, drop cups for easy feeding and gathered sides for easy fit. The new sleepwear pieces are essentials for all expectant Mums.

Cake Lingerie says it “takes pride in offering lingerie indulgences to new Mums that are designed to make them feel special, products that celebrate being a women and becoming a Mother.”, and I think they’ve done a great job on their third maternity lingerie line!

For more info and a list of boutiques and e-shops, check out www.cakelingerie.co.uk

Distinctive design is characterised by unpadded, elegant sized cups, low centre fronts & delicately refined cup cover for great shape, support & versatility of outer wear.

Click here to view the embedded video.

Sizes range from 32B – 38F and retail for $60.00 – $70.00 and pants from $28.00 – $32.00. The label just recently became available in the US (on the West Coast with The Gig Showroom, and with David R Lingerie on the East Coast – online at PantySalad).

“Choc Chip”, in pretty micro-fibre polka dots and fancy frills, is the ideal name for this set consisting of maternity bra and choice of bikini or regular briefs. Both the brief panties and bra are finished with a full black frill and the bikini style panties have a little bow in the middle and small side slits in the legs. “Black Forest” is decadently made in black satin and mesh with gorgeous pink ribbon intertwined throughout the bust line and the straps. Finished off with tiny bows on the straps and scalloped lace, this set includes a bra, and two styles of panties.

“Vanilla Kisses” is the slip in this maternity collection. Silk satin with ivory lace and black lace accents, it is uniquely cut to flatter the stomach during and after pregnancy. Sweet little bows adorn the straps that are easily slipped off for nursing. “Mixed Berry” is a silk georgette camisole in a burst of yellow, green and pink florals coupled with purple shorts. “Raspberry Ripple” rounds out this collection with its black lace over raspberry satin bra and two style panties.

All of the sets are created with comfort and elegance in mind. Each bra is made with greater cup coverage, cotton lined cups, support but no underwire, drop cups for feeding and nickel-free rings to prevent allergic reactions. Similarly comfortable, the panties are cut to fit under the belly.

As added icing on the cake, the photography of the models is first class. A grand and elegant display of pregnant women donning rich accessories in fancy big hats and stated jewellery. Just a wonderfully, classy photoshoot!