I have always loved clothing. Dressing up has always been a source of joy in my life and an important component of my identity. 

When I became pregnant for the first time with my oldest, I struggled to dress myself in a way that felt true to who I was before pregnancy. I wanted my style to reflect who I was as a complete person - a designer, an entrepreneur, a feminist - not just a mother. The cliché, floral dresses served up in ads from maternity brands on my Instagram feed seemed to be a refection of society's expectation that a pregnant woman can be only one thing: a serene, smiling, bump-cupping mom-to-be.

The narrative around motherhood is changing. Birth and motherhood is a dirty, risky, even violent business. It is also beautiful and divine. What it is certainly not is cute. The patronizing and reductive language and imagery surrounding motherhood (as seen in the smiling, bump-cupping pregnant women in floral maternity dresses) matters to the way society treats women, mothers, and mothers-to-be. Creating Hera was my way of contributing to this movement in a way that was personally meaningful: by creating clothes for women that feel consistent with the pre-mom identity. 

The truth is you don't need a lot: just a few key pieces that you can style differently and wear over and over throughout pregnancy, nursing, and beyond. Mothers don't need weird over-the-bump jeans and nursing tops with clips and snaps: a pair of mid-rise elastic-waist pants and a button-down shirt can work just as well and you are more likely to hang on to them for the long-run.

I am also very proud of how our clothes are made. We source only the most ethical and sustainable fibers from domestic producers, we dye our pieces using plants and organic matter, and everything is ethically made in LA by a woman-owned production team. 

I hope you enjoy wearing Hera's clothing as much as I have enjoyed making it. 

 

Sincerely, 

Elena

Hera founder and mom of 2