While she show-cased a generous number of Séraphine pieces, even in the final stages of her pregnancy, Kate often eschewed actual maternity labels and bought normal women’s wear a few sizes up. She did, however, debut several new labels, and one of those was Madderson London. The Duchess wore their Naomi Navy & French Tweed dress to Barlby Primary School.
Zara Phillips Tindall favored Madderson while pregnant with her daughter Mia. Perhaps the two royals shared style notes at a family gathering? Despite the fact that Kate wore a piece from a company with a thriving maternity line, she still opted for a dress from their regular women’s wear. The dress sold out quickly, and Madderson actually did a second production due to the demand. In an interview with Evoke.ie, Irish designer Sara Madderson explained that Kate bought the Naomi dress online during their January sale, for 50% off. The boost to business was impressive:
We did about six months of online sales in 24 hours. That dress sold out immediately and then everything else across womenswear and maternity that had the same color or the tweed detail started selling out.
With the new spring collection, Madderson London gave the Naomi a slight update and released it as a genuine maternity piece.
The “newly imagined” Naomi has cool, cap sleeves, and a flattering boat neckline for spring weather. You can purchase the piece at Madderson London here, where it retails for £230.