How Canadian clothing brand Embrace is modernizing maternity wear
We spoke to the brand’s founder to learn what sets Embrace apart
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When you think of maternity clothing, there’s a good chance that the image that comes to mind is of oversized, flowing silhouettes and styles that are a tad dated. The clothing can be a big upfront cost, especially for items that have a short lifespan (typically only through pregnancy and postpartum) and aren’t particularly stylish.
Toronto-based maternity brand Embrace sought to solve these common maternity clothing concerns and launched in 2022 with an ultra-soft nursing bra and a nursing tank that women would want to wear – read our review of some of the brand’s most popular styles. It has since expanded beyond maternity wear with the new Ribbed Bra Top, which offers all the softness and support of maternity clothing – no baby necessary.
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To learn more about the process behind the rapidly growing clothing brand and what sets Embrace apart from its competitors, read our conversation with founder Claire Mercieca below.
Q&A with Embrace founder Claire Mercieca
Q: For those who aren’t familiar, can you share a bit about Embrace?
A: Embrace is a refuge from fast fashion — a return to quality, intention and comfort. We create premium wardrobe essentials in natural, plant-based fabrics with a focus on intimates and bra tops.
Our story began with a problem no one seemed to solve well: nursing bras. The options out there were synthetic, bulky and uninspired. We knew mothers deserved better, so we made a nursing bra and a bra top that was everything the others weren’t: soft, breathable, beautiful and made of plant-based fabrics. They quickly became cult favourites across both North America and Southeast Asia.
We’re proud of our roots in maternity. Designing wardrobe essentials that feel sleek and comfortable on a pregnant or postpartum body is the hardest thing to do, and we did it without sacrificing aesthetics, softness or performance. That foundation taught us to design with real care, and it’s made us better at everything we do.
Today, Embrace has grown beyond maternity, but our mission remains the same: to offer high-quality, consciously made essentials that women reach for every day. And of course, we are proudly Canadian, headquartered in Toronto.
Q: What inspired you to create the brand?
A: Our origin story is deeply personal. After becoming a mother, I couldn’t find a single nursing bra or tank that felt right. I realized that if I wanted something better, I’d have to create it myself.
What I wanted was to build a brand that treated nursing wardrobe essentials with the same care and consideration usually reserved for luxury brands. We spent two years developing our maiden maternity collection, consisting of just one nursing bra and a nursing tank with a built-in bra. That slow, intentional start set the tone for everything we do.
Q: What has been your bestselling/most popular item?
A: Our Soft-Cup Nursing Bra, Luxe Nursing Bra and Soft Ribbed Nursing Tank have always been customer favourites. But since launching our Ribbed Bra Top (part of our womenswear collection) in June 2025, it has quickly taken the lead, outselling our maternity collection.
The Ribbed Bra Top is a camisole with a fully constructed, built-in bra. We’ve always believed that the camisole is one of the few pieces that genuinely needs a built-in bra (because let’s be honest, no one likes wearing a strapless bra). And yet, no one in the premium space has done it right — until now!
That unaddressed gap may be exactly why it resonated so quickly. We are honestly a little shocked at how quickly it has sold out and also incredibly grateful for the response. The Ribbed Bra Top was our very first foray into womenswear outside of maternity, and we were nervous to see how people would react. The overwhelming support has been both a relief and a huge motivation. It has affirmed that we’re on the right track and energized us to keep going.
Q: How is Embrace different from other maternity clothing brands?
A: Embrace doesn’t look or operate like your typical maternity brand, and that’s what sets us apart. When we couldn’t find fabrics that met our standards, we spent over a year developing our own. That level of obsession — especially at the fabric level — isn’t typical in the maternity world, but we believe it’s exactly what makes the difference.
Q: Do you have any clothing advice for pregnant or postpartum parents?
A: Choose fewer pieces, but better. It’s tempting to buy into the idea that you need a whole new wardrobe when you really don’t. Instead, look for a few quality essentials — pieces you’d still want to wear even if you weren’t nursing or pregnant.
Prioritize plant-based, natural and breathable fabrics. You’ll be surprised how much more comfortable your body feels when you’re not wrapped in synthetic fabrics. These usually come at a higher price point, but this is exactly the moment to invest in yourself. You deserve clothing that feels good on your skin and makes you feel like you again.
Finally, skip obvious “maternity” clothing that doesn’t suit your style. If it screams maternity, chances are you won’t reach for it again when you’re done with pregnancy or nursing.
Q: Are there any pregnancy and postpartum products you recommend?
A: I’m not sure if this counts as a “product” per se, but a good, nutritious meal delivery service. Those early weeks (months, really) are exhausting, and the last thing most new parents want to do is think about groceries or cooking. Having nourishing meals show up at my door, without effort, made a huge difference and helped me feel a little more sane. It’s not glamorous, but it’s one of the most impactful things I recommend.
Q: What’s next for Embrace?
A: It’s a really exciting time for us because we are evolving and growing quickly. Maternity will always be part of who we are, and we’re continuing to invest in that. This September, we’re launching a new nursing bra, including extended sizing to better support larger busts — something our community has been asking for and we’ve been working hard to get right.
We’re also putting a lot of energy into growing our womenswear collection. We’re introducing a new bra style this fall and developing more bra tops, because there’s a real gap in the premium bra top space. The demand is there, but no one’s quite nailed it, especially at the level of quality we believe in. We’re ready to change that.
That said, Embrace is still run by a small team of women. We will build slowly, carefully and intentionally like we always have. It’s my job to make sure it always stays part of our DNA.
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