by Lindsay Judge
  • 3 minute read
  • September 09, 2024
Fatma Rashid, founder of The Maternity Project on creating stylish pregnancy wear

After the birth of her daughter, Dubai-based former architect Fatma Rashid embarked on an entrepreneurial venture aimed at transforming the maternity experience for women in the region. Her goal was to provide comfortable yet stylish maternity wear to make the pregnancy period a little less daunting and offer advice and support for women during their pregnancy and beyond. 

Drawing on her own struggles to find flattering and forgiving maternity wear, Fatma identified a need for premium, tailored solutions for expectant and new mothers. This realisation led to the creation of The Maternity Project, a digital platform offering style solutions and support through the transformative stages of motherhood. 

“The concept was inspired by my own journey of transitioning into motherhood when I got pregnant with my daughter, as well the journeys of other mothers around me,” explains Fatma, who worked as an architect for over a decade before embarking on this new endeavour. “These struggles started with simply finding beautiful, elegant and luxurious clothes that fit my changing body and reflected my personal style. I found that shopping was not only difficult but also extremely time-consuming.” 

The Maternity Project. Image: Supplied

Recognising that other mothers faced similar challenges, Fatma decided to break the mould. After two years of research, The Maternity Project launched in June this year, offering a curated selection of maternity wear from luxury brands with a focus on style and comfort. The platform also provides crucial information to expectant mothers, helping them navigate their journeys confidently, answering common questions and offering solutions to problems around maternity wear and many of the broader concerns women may have during pregnancy. 

One of the most surprising issues Fatma encountered during her pregnancy with her daughter Hind was the lack of maternity options from luxury labels, forcing women to abandon brands they had worn for years, making the entire process very daunting. So, she sought accessible brands to bridge the gap between luxury and maternity wear. “We launched TMP with four very distinct brands – Nanushka, KAGE, G-Linen and Cari Collection,” she explains. “Surprisingly, only one of these brands (Cari Collection) is a maternity wear brand. The others focus on silhouettes that will complement women’s bodies during their pregnancies and beyond.” The offerings include a combination of smart and casual styles, as well as pieces that can be worn long after birth, fitting seamlessly into women’s everyday wardrobes. 

“We also focused on ensuring we can offer this 360 viewpoint by addressing multiple needs a woman will have through each piece. You don’t need to be pregnant to wear any of the pieces. But when you are pregnant, you can easily pull them out and be confident that they fit,” Fatma adds. 

She shares that there are plans to further develop The Maternity Project into a comprehensive platform that will combine style and shopping with support for mothers and expectant mothers, helping them with many of their personal struggles and questions. “We aspire to create a brand and a tool that allows every single mother to find everything she needs to thrive in her maternity journey – whether it’s clothing or products, finding relevant information, or being a part of a community with like-minded mothers who empower and support each other,” says Fatma. “We’re working on expanding our offerings on the website by finding new and exciting brands and companies to work with. We’re also working with our experts and collaborators to create relevant content that moms can find useful.” 

The Maternity Project. Image: Supplied

Reflecting on the past two years, Fatma credits her architectural training for driving her entrepreneurial journey. “When you study to become an architect, your mindset towards challenges shifts,” she says. “You learn to see opportunities in every challenge, and you are constantly driven by the ability to use creativity and deep analysis to solve problems. Our thinking process becomes driven by what people truly need, and we learn to find ways to tackle them directly.” 

Fatma also draws inspiration from her mother, referencing her strength and sacrifice as something she lives by every day. “She has shown me a sense of deep empowerment and pure love that, when united, can be a force that brings about remarkable things,” she shares. 

Fatma recognises the opportunity to honour the achievements of women in the UAE. She notes, “As an Emirati woman, it’s important for me to consider the role I play in the progress of my country, whether through my responsibilities as a mother or as a woman who has been blessed by the opportunities that the UAE has offered me to achieve my dreams.”

Visit thematernityproject.com and follow @thematernityprojectofficial on Instagram.

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