Launched in Singapore in November 2003, Mothers En Vogue first started as an online store. The label was conceived at a time when the Singapore markets presented very limited fashion solutions for breastfeeding mothers - especially amongst a growing population of young, style-discerning mothers.

Maternity wear, although wider in selection, still did not meet the needs of this growing segment of fashionably astute mothers. Through discovering gaps in the market, Mothers En Vogue transpired to offer this segment of style conscious mothers, thoroughly sleek and modern maternity and nursing clothes - bearing an unmistakable hint of sensuality.

The maternity and nursing wear label found its niche and very quickly started to reap increasing support from the Singapore market. Mothers En Vogue began to be recognized for its distinct clean sleek lines, with a hint of sexiness, and use of natural stretch fabrics especially suited for the hot tropical climate. Eight months later, Mothers En Vogue expanded by opening its first retail store in Singapore in July 2004. A dedicated full-time team at Mothers En Vogue ensures that the range is ever evolving and that new maternity and nursing styles are developed weekly.