Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Your Style Reset Starts Here
Whether you're a new or seasoned mum, it's easy to find yourself feeling fashionably lost in motherhood.
The Mum Loop is your online retreat, serving up premium fashion and clean beauty essentials from brands you can trust.
Your time is precious, so we’ve curated beautiful-to-wear and easy-to-outfit style solutions for your Mum Era. Solve your style doubt and reclaim your confidence with fashion you'll love now and wear always.
Rediscover your style – take our quiz
New Arrivals
From Ceres Life, Rowie, Modström, Aleger Cashmere, Maison Hotel & Standard Issue
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Zoe High Straight Jean – Liberty
No reviewsVendor:Outland DenimRegular price $319.00 NZDRegular priceUnit price / perSale price $319.00 NZD -
071 Always Bell Sleeve – Black
No reviewsVendor:AlegerRegular price $235.00 NZDRegular priceUnit price / perSale price $235.00 NZD -
OS Oversized
Quinn Slouchy Crew – Washed Olive
No reviewsVendor:Ceres LifeRegular price $129.00 NZDRegular priceUnit price / perSale price $129.00 NZD -
OS Oversized
Blair Barn Jacket – Moss
No reviewsVendor:Ceres LifeRegular price $199.00 NZDRegular priceUnit price / perSale price $199.00 NZD -
Lana Knit Jumper – Sky Blue
No reviewsVendor:ROWIE The LabelRegular price $320.00 NZDRegular priceUnit price / perSale price $320.00 NZD -
Teddy Jacket – Chocolate
No reviewsVendor:Ceres LifeRegular price $189.00 NZDRegular priceUnit price / perSale price $189.00 NZD -
DN Date Night
Samantha Clover Lace Top – Creme
No reviewsVendor:ROWIE The LabelRegular price $235.00 NZDRegular priceUnit price / perSale price $235.00 NZD -
Saylor Knit Cardigan – Anchor Blue
No reviewsVendor:ROWIE The LabelRegular price $290.00 NZDRegular priceUnit price / perSale price $290.00 NZD -
OS Oversized
Phoebe Premium Tee – Chocolate
No reviewsVendor:Ceres LifeRegular price $75.00 NZDRegular priceUnit price / perSale price $75.00 NZD -
Saylor Knit Cardigan – Snow
No reviewsVendor:ROWIE The LabelRegular price $290.00 NZDRegular priceUnit price / perSale price $290.00 NZD -
Marin Wool Suit Pants - Chestnut Brown
No reviewsVendor:ROWIE The LabelRegular price $369.00 NZDRegular priceUnit price / perSale price $369.00 NZD -
Wesley Jacket – Western Blue
1 reviewVendor:Maison HotelRegular price $529.00 NZDRegular priceUnit price / perSale price $529.00 NZD -
Heritage Barrel Leg Jeans – Classic Indigo
No reviewsVendor:ROWIE The LabelRegular price $320.00 NZDRegular priceUnit price / perSale price $320.00 NZD -
Orkide MD Jacket – Camel
No reviewsVendor:modströmRegular price $405.00 NZDRegular priceUnit price / perSale price $405.00 NZD -
BFF Breastfeeding Friendly
Cora Long Sleeve Blouse – Fawn Plaid
No reviewsVendor:ROWIE The LabelRegular price $255.00 NZDRegular priceUnit price / perSale price $255.00 NZD -
Paul Vest – Coquelicot Coquillage (last size)
1 reviewVendor:Maison HotelRegular price $439.00 NZDRegular priceUnit price / perSale price $439.00 NZD -
BFF Breastfeeding Friendly
Celia Merino Knit Cardigan – Oat Marle
No reviewsVendor:ROWIE The LabelRegular price $320.00 NZDRegular priceUnit price / perSale price $320.00 NZD -
Lana Knit Jumper – Fawn
No reviewsVendor:ROWIE The LabelRegular price $320.00 NZDRegular priceUnit price / perSale price $320.00 NZD -
DN Date Night
Anouk Midi Skirt – Bone
No reviewsVendor:ROWIE The LabelRegular price $290.00 NZDRegular priceUnit price / perSale price $290.00 NZD -
Sold outOmine md Jacket – Small Check
No reviewsVendor:modströmRegular price $435.00 NZDRegular priceUnit price / perSale price $435.00 NZDSold out
Find your flow with thoughtfully curated content and collaborations, covering all things fashion, well-being and motherhood.
What's my style?
Our style naturally evolves as we age, switch careers, and, most notably, become mothers. We may be a mix of a few style profiles, but we usually identify with one look most strongly. Understanding your core style preferences can help solve your daily dressing dilemmas and guide you when shopping. The goal is to re-establish your fashion confidence, post-baby. Let's do it!
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Chic Style
The Chic woman looks effortlessly put together, and often pairs classic pieces...
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Cool Style
You're not afraid of patterns, colour or prints. You have an innate...
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Soulful Style
Footloose and fancy-free – your approach to fashion is soft, feminine and...
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Casual Style
Your vibe is cool, calm and collected. As a Casual Mum, you...
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Classic Style
The Classic Mum opts for well-tailored and timeless pieces. Your default is...
Seasonal Sale Edit
New styles added – don't miss out!
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Mia Cuffed Mid Wide Long Jean – Meridian Mid Blue
No reviewsVendor:Outland DenimRegular price $169.00 NZDRegular priceUnit price / per$339.00 NZDSale price $169.00 NZDSale -
Elise Mid Straight Jean – Black
2 reviewsVendor:Outland DenimRegular price $215.00 NZDRegular priceUnit price / per$309.00 NZDSale price $215.00 NZDSale -
OS Oversized
Florence Maxi Skirt – White
1 reviewVendor:Ceres LifeRegular price $79.00 NZDRegular priceUnit price / per$119.00 NZDSale price $79.00 NZDSale -
BFF Breastfeeding Friendly
Sienna Dress – Blue Lion
No reviewsVendor:Maison HotelRegular price $325.00 NZDRegular priceUnit price / per$469.00 NZDSale price $325.00 NZDSale -
Olivia Jacket – Johnny Walker
No reviewsVendor:Maison HotelRegular price $329.00 NZDRegular priceUnit price / per$469.00 NZDSale price $329.00 NZDSale -
Zoe High Straight Jean – Harbour
No reviewsVendor:Outland DenimRegular price $219.00 NZDRegular priceUnit price / per$319.00 NZDSale price $219.00 NZDSale -
OS Oversized
N.136 Cashmere Blend Oversized V-Neck Sweater
1 reviewVendor:AlegerRegular price $219.00 NZDRegular priceUnit price / per$425.00 NZDSale price $219.00 NZDSale -
Mia Mid Wide Leg jean – Black
No reviewsVendor:Outland DenimRegular price $219.00 NZDRegular priceUnit price / per$319.00 NZDSale price $219.00 NZDSale -
SaleEdna Pant – Navy
No reviewsVendor:Maison HotelRegular price $209.00 NZDRegular priceUnit price / per$309.00 NZDSale price $209.00 NZDSale -
OS Oversized
Madeline MD Denim Trench Coat – Classic Blue
No reviewsVendor:modströmRegular price $319.00 NZDRegular priceUnit price / per$499.00 NZDSale price $319.00 NZDSale -
BFF Breastfeeding FriendlyOS Oversized
Anna Shirt Dress – Black
No reviewsVendor:Ceres LifeRegular price $125.00 NZDRegular priceUnit price / per$179.00 NZDSale price $125.00 NZDSale -
BFF Breastfeeding FriendlyDN Date Night
Marilyn Blouse – Johnny Walker
No reviewsVendor:Maison HotelRegular price $285.00 NZDRegular priceUnit price / per$409.00 NZDSale price $285.00 NZDSale -
Farrah High Flare Jean – Unity
1 reviewVendor:Outland DenimRegular price $159.00 NZDRegular priceUnit price / per$319.00 NZDSale price $159.00 NZDSale -
BFF Breastfeeding Friendly
Ramona Tie Back Shirt – Powder Pink
No reviewsVendor:ROWIE The LabelRegular price $165.00 NZDRegular priceUnit price / per$235.00 NZDSale price $165.00 NZDSale -
BFF Breastfeeding Friendly
Malva MD Stripe Polo – Black & Sand Stripe (last size)
No reviewsVendor:modströmRegular price $179.00 NZDRegular priceUnit price / per$259.00 NZDSale price $179.00 NZDSold out -
Edna Pant – Ecru (last size)
1 reviewVendor:Maison HotelRegular price $209.00 NZDRegular priceUnit price / per$309.00 NZDSale price $209.00 NZDSale -
DN Date Night
Sold outZoe High Straight Jean – Rinse
No reviewsVendor:Outland DenimRegular price $219.00 NZDRegular priceUnit price / per$319.00 NZDSale price $219.00 NZDSold out -
Hank MD Jacket – Ombre Blue
No reviewsVendor:modströmRegular price $219.00 NZDRegular priceUnit price / per$319.00 NZDSale price $219.00 NZDSale -
BFF Breastfeeding Friendly
Nola Long Sleeve Shirt – Cactus Stripe
No reviewsVendor:ROWIE The LabelRegular price $157.00 NZDRegular priceUnit price / per$225.00 NZDSale price $157.00 NZDSale -
DN Date NightBFF Breastfeeding Friendly
Mira Linen Mini Dress – Noir
No reviewsVendor:ROWIE The LabelRegular price $189.00 NZDRegular priceUnit price / per$295.00 NZDSale price $189.00 NZDSale -
OS Oversized
Longline Step-Hem Tee – Stripe
No reviewsVendor:Ceres LifeRegular price $39.00 NZDRegular priceUnit price / per$49.00 NZDSale price $39.00 NZDSale -
Alexis Linen Trousers – Khaki
No reviewsVendor:CharliRegular price $159.00 NZDRegular priceUnit price / per$229.00 NZDSale price $159.00 NZDSale -
DN Date Night
Malki Maxi Skirt – Black
No reviewsVendor:modströmRegular price $135.00 NZDRegular priceUnit price / per$275.00 NZDSale price $135.00 NZDSale -
BFF Breastfeeding Friendly
SaleRio Knit Vest – Bone
No reviewsVendor:ROWIE The LabelRegular price $150.00 NZDRegular priceUnit price / per$215.00 NZDSale price $150.00 NZDSale -
Mila Short – Hibiscus Pink Triple Stripe (last size)
2 reviewsVendor:Ceres LifeRegular price $48.00 NZDRegular priceUnit price / per$69.00 NZDSale price $48.00 NZDSale
Let customers speak for us
from 152 reviews
New fav go-to tank…
Comfy yet structured - a great shape - worn on its own or under for extra cold days layer.
This beautiful tan is natural and lightweight without strong fake tan smell.Highly recommend 💗
I am completely in love with my Maison Hotel vest, as soon as I saw it I knew I had to have it and when I put it on it was a wow moment for sure. It’s so versatile, it goes with pretty much my entire wardrobe. I’ve received so many compliments. So so happy!
This body butter is a real treat for the skin.Rich, hydrating, and leaves it feeling soft and smooth 🌸✨. The scent is soothing, fresh, and beautifully feminine.
I love this jacket!!
I’ve been wearing it with leggings , with jeans, just whatever I feel. It’s such a great one to dress up any old outfit.
The fleece lining has been sooooo great with the cold weather also but having the option to remove is so good, something I will wear over and over.
So soft and cosy! I went with a size M and it’s the perfect oversized fit. Nina was super helpful with the sizing. Love the colour - it’s even better in person. I’ve been living in this sweater!
So comfortable!! Love the fit and the high waist.
I would say it's been one of the most useful and best received gifts I've given.
Prettiest blouse I’ve ever worn
Compliments every time…😉
Beautiful fabric and cut - perfect for work or dressed down casually. Love this top!
Such a nice colour and extra comfy 😍 sizing is generous which is great.
A great coat!
Looks good with anything….. so easy to wear. Perfect to to complete any Autumn outfit.
Great style and quality
My second Belle bra. Love them! They are so comfy and feel absolutely divine!
So soft and comfy
I love this luxurious knit…. Looks as good as it feels
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