Pregnancy has long been seen as a phase where style takes a backseat to practicality. But for Fatma Rashid, the founder of The Maternity Project, that narrative needed a rewrite. A former architect and strategist with stints at Expo 2020 Dubai and the UAE Ministry of Foreign Affairs, she’s no stranger to creative problem-solving. Yet, as she navigated her own pregnancy, she discovered a frustrating gap in the market—high-quality, trendy options for expectant mothers were almost non-existent. “I struggled to find pieces that were both comfortable and made me feel confident and elegant,” she shared.
Women don’t have to compromise their sense of style just because they’re entering a new chapter of motherhood. This drove her to launch The Maternity Project, a brand that bridges the divide between luxury and comfort, helping mothers feel like their best selves throughout pregnancy and beyond. She explains, “I wanted to create a platform that blends luxury with comfort, offering pieces that empower women to feel stylish and confident throughout their journey.”
And she’s on a mission to tackle those outdated myths too. “There’s a misconception that clothes worn during the maternity phase will go to waste afterward,” she points out. The Maternity Project’s curated selection challenges this idea, offering timeless pieces that stay relevant long after the baby arrives. With a vision that’s as practical as it is stylish, the founder is making sure mothers feel seen, understood, and chic—no sartorial sacrifices required.
In an exclusive interview with Soigné, Fatma Rashid looks back on her journey, inspirations, and the vision behind redefining maternity fashion.
Your journey from architect to the founder of The Maternity Project is inspiring. Can you share a bit about what sparked the idea?
As an architect and project/initiative strategist, my journey has always been about finding creative solutions through a design thinking approach. Throughout my career, working on large-scale initiatives for the UAE government, including my roles at Expo 2020 Dubai and the UAE Ministry of Foreign Affairs, I developed the ability to think strategically and bring diverse projects to life. However, my transition into motherhood was an entirely different journey—beautiful, yet full of new challenges and realizations.
While expecting my first child, I experienced firsthand the gaps in the maternity market, especially the limited luxury and high-quality options available throughout the maternity journey (from pregnancy and beyond). During this deeply emotional and physical transition, I struggled to find pieces that were both comfortable and made me feel confident and elegant. Beyond the lack of fashion choices, I realized how time-consuming and difficult it was to access expert advice about the physical, mental, and emotional changes I was experiencing. Even simple information, like which ingredients to avoid in makeup or skincare, took hours of research to uncover.
These realizations planted the seed for The Maternity Project. I wanted to create a space where expectant mothers could find luxury fashion that doesn’t compromise on comfort, while also providing a supportive and empowering experience but sharing enriching knowledge. The Maternity Project goes beyond fashion—it’s a holistic digital platform that offers expert advice on pregnancy, childbirth, and motherhood. It aims to uplift women by connecting them with the resources and style they need to feel confident and cared for throughout their journey.
Motherhood is such a transformative experience, and it can sometimes feel overwhelming. How did you balance your sense of self while designing a platform that not only caters to the physical needs of pregnant women but also empowers them to retain their personal style?
Motherhood is a transformative journey, and finding balance is something many mothers can agree is an ever-evolving process. You’re not only reborn as a person when your first child is born, but you continue to grow as a woman and as a human being as you experience the various stages of motherhood and as you have more children. Within the span of a year, so much about you and your life changes that many women often feel completely disconnected from who they are.
For me personally, being able to dress in high-quality products that were comfortable and reflected my personal style helped me navigate this transition with greater ease. However, sourcing the right options was a time-consuming and daunting process. When I started looking
for maternity clothes, I found that the focus was often solely on functionality, with a limited aesthetic that didn’t cater to the diverse styles women have. It overlooked the importance of personal style and identity.
With The Maternity Project, my goal was to create a platform that blends luxury with comfort, offering pieces that empower women to feel stylish and confident throughout their journey. It was important for me to shape The Maternity Project in a way that helps mothers embrace their new roles without losing their sense of self, by offering a diverse selection of brands that provide timeless styles for different women. Another key focus was curating a selection of clothing that could remain a lasting part of a woman’s wardrobe, beyond just the maternity phase.
Many women struggle to maintain their love for fashion during pregnancy. What advice would you give to those who want to dress up like they always have and be confident throughout the transition?
It’s important to invest in a few high-quality, versatile pieces that combine comfort with elegance, so you don’t have to sacrifice style for practicality. Look for items that make you feel confident and express your individuality, like a well-fitted blazer, a simple wrap dress, or a statement accessory that adds a touch of flair to any outfit. Dressing up isn’t just about looking good—it’s about feeling empowered and staying connected to who you are, even through all the changes. Ultimately, choose what makes you feel most like yourself.
In your opinion, what are two big misconceptions or myths around women dressing up during pregnancy?
The first misconception is that you only need to buy maternity clothes to feel comfortable during your pregnancy journey, but this isn’t true. We often see celebrities breaking this perception by wearing ready-to-wear pieces that suit their style and their pregnancies. Every woman’s experience is unique, and even the same woman can experience each pregnancy differently. So, selecting what’s right for you is the most important thing, and this can be achieved with both maternity and ready-to-wear options. With the right choices, pregnant women can continue to express their personal style and feel confident. It’s all about selecting pieces that blend comfort with elegance.
Secondly, there’s a misconception that clothes worn during the maternity phase will go to waste afterward. Investing in well-made, adaptable clothing doesn’t mean it’s only for the pregnancy period. One of the core principles at The Maternity Project is offering a curated, timeless selection of products. That’s why we feature a majority of ready-to-wear options from various luxury brands—pieces that can remain in your wardrobe for as long as you choose. When working with our brands to select items for our collection, we think about how a piece can serve you throughout different stages of your maternity journey, from pregnancy to the post-partum period.
One thing that really stands out with TMP is its commitment to providing support beyond fashion, offering important information for mothers. What role does this educational aspect play in your vision for the platform, and why was it so important for you to include this from the beginning?
Maternity and motherhood encompass so much more than just fashion. From physical and emotional changes to navigating new roles and responsibilities, there’s an entire spectrum of experiences and learning that mothers go through. One of the gaps we identified earlier relates specifically to this area. The readily available information tends to focus more on parenting rather than providing the right resources that address the needs of mothers themselves. That’s why it was essential from the very beginning for The Maternity Project to be more than just an e-commerce platform. We want to build a supportive community that women can turn to for guidance in various aspects of their journey, whether it’s finding stylish clothing or accessing expert advice. Our aim is to empower women to feel confident, informed, and supported during this transformative time in their lives.
You’ve often mentioned how difficult it was to find luxury maternity wear that truly fit your style during your pregnancy. How has that personal challenge shaped TMP’s mission to merge luxury with maternity wear and give mothers the confidence to embrace their changing bodies?
Absolutely! When I was pregnant with my daughter, I experienced a lot of frustration trying to find beautiful clothes that fit my changing body while staying true to my style. This struggle became the initial inspiration for The Maternity Project. I realized that while it was relatively easy to find information about my growing baby, navigating my own personal journey and finding clothing that made me feel confident and elegant was much more difficult. Pregnancy and motherhood are such transformative experiences, and every woman’s journey is unique. This motivated me to create a holistic platform that not only offers luxury maternity wear but also addresses the emotional and practical needs of mothers. After two years of research and dedication, The Maternity Project was born with a mission to provide women with stylish, versatile pieces that empower them to embrace their changing bodies and feel confident throughout this journey.
Looking forward, what are your aspirations for The Maternity Project? Can you share any exciting collaborations or future plans that will continue to redefine the maternity experience for women?
Our focus is on continually finding innovative ways to redefine the maternity experience, with upcoming collaborations and initiatives that aim to expand our offerings beyond just fashion. We’re committed to building a holistic platform that provides women with not only luxury and stylish clothing but also meaningful support and resources throughout their journey. Stay tuned, as we have a lot in store to further empower and uplift mothers in new and exciting ways!
