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Mom's Light

Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit | Shop online on amama.shop

amama proudly presents its first campaign, 'Mom's Light', where we draw inspiration from the eternal and unchanging force of the Sun, a symbol of constant renewal and timeless beauty.

Nursing clothes for effortless breastfeeding | First campaign by amama | Sun | Shop online on amama.shop

The circular shape of the Sun mirrors the wheel of life, representing an eternal force that never ceases, with no defined beginning or end. Much like motherhood, it embodies a sense of harmony and peace. The Sun's light undergoes transformations throughout the day, from the gentle sunbeams of sunrise to the warmth of midday, and the elongated shadows of sunset. However, within these changes, a constant light always radiates—just as every mom is a guiding light for her baby, exactly as she is.

Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit 2 | Shop online on amama.shop
Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit 3 | Shop online on amama.shop

When considering the first piece that could truly resonate with new moms, we envisioned something both functional and effortless, designed to facilitate breastfeeding seamlessly, no matter when or where. We aimed for a relaxed, sportswear-inspired feel that still conveyed a sense of sophistication, achieved through our meticulous fabric selection and a refined color palette.

Nursing clothes for effortless breastfeeding | First campaign by amama | Motherhood | Shop online on amama.shop
Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit 4 | Shop online on amama.shop
Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit 5 | Shop online on amama.shop

This is how The Optimal Set came to life. Designed with mom's comfort in mind, crafted from carefully selected 100% cotton fabric, and enhanced with a soft color palette. So every mom could feel relaxed but put together, confident but approachable at the same time.

Nursing clothes for effortless breastfeeding | First campaign by amama | Nursing outfit 6 | Shop online on amama.shop