The news came as a shock to the maternity fashion world: Séraphine , the famous British brand founded by a French woman, ceased operations overnight.
Known for having dressed Kate Middleton and many celebrities, she had embodied chic and accessible fashion for expectant mothers for over twenty years.
But behind the shop windows and glamorous photos, an entire economic model has faltered.
A symbol of modern motherhood
Founded in the early 2000s by a French woman in London, Séraphine had established itself as an essential reference.
Her maternity clothes were designed to be both trendy and affordable, with a feminine and contemporary aesthetic.
For a long time, the brand has been able to attract an international clientele, relying on a well-oiled strategy: influencer campaigns, celebrities, large-scale production.
Twenty years later, the founder decided to pass the torch, handing the company over to an investment fund.
A new era then opened for the brand, but the management choices that followed gradually moved away from the initial DNA.
Not through negligence, but probably through a short-sighted vision, focused on immediate profitability rather than the long-term viability of the brand.
Results: In July 2025, the brand went into liquidation , leaving many customers without orders or refunds overnight. A brutal end for an iconic brand, illustrating the challenges facing the sector.
The limits of “fast maternity”
Like many ready-to-wear companies, Séraphine had opted for outsourced production in order to be able to mass-produce , probably in Asia, and thus maintain attractive prices.
There rising production costs , the competition from e-commerce and one The low-cost manufacturing model has weakened its profitability.
Séraphine offered maternity clothes at affordable prices, but its “fast fashion” model did not withstand the crisis.
Consumers are now turning to more premium brands transparent, sustainable and ethical .
An evolution in the maternity fashion market
The closure of Séraphine reflects a profound change: pregnant women today are looking for quality, comfortable, but also responsible clothing.
They want to know where and how their clothes are made.
Producing quickly and far away is no longer enough.
The brands that are now successful are those that value European manufacturing, artisanal know-how and natural materials.
36 Pieces: A high-end alternative to Séraphine
In this context, 36 Pièces stands out as an ethical and high-end alternative to Séraphine.
The brand offers maternity fashion made in Portugal , in family workshops, with particular attention paid to cut, comfort and durability.
Each garment is designed to accompany the woman from the first month of pregnancy until postpartum , with timeless elegance.
Far from mass production, 36 Pièces champions a more humane and fairer approach to maternity fashion: less quantity, but more quality , in small series and pre-order to avoid overproduction.
Because motherhood deserves better than a fad.
She deserves clothes that reflect what she represents: strength, gentleness, and elegance.
Discover the 36-Piece Collection
(Made in Portugal, designed to last.)
