Crave Maternity Launches Inaugural Autumn / Winter Collection 2005

Crave Maternity, the new name for the expanded range from Business Bump maternity wear company, has launched its first collection for Autumn/Winter 05 offering a sumptuous range of nearly fifty complementary separates from chic day wear to funky or formal office styles and glamorous evening options.

Using luxurious materials such as angora, cashmere, fine merino wool, silk and the finest jersey combined with the more practical cotton and lycra, all the pieces are soft and supple and designed to mix and match; dress up or down to provide a wardrobe solution for any occasion.

The collection is an interpretation of the different demands that customer research has shown that women want from their pregnancy clothes. It comprises a totally cohesive range of soft woollens, textured cords, soft jerseys, evening and party wear as well as the signature suiting and work styles that made Business Bump such a success.

Crave has introduced a sophisticated range of jersey pieces including camisoles, wraps, fitted and fluid tops, dresses, skirts and trousers that come in autumnal shades of chocolate and black. Comfortable and versatile, feeling like a second skin, jersey is the perfect fabric to enhance the pregnant silhouette.

As Autumn approaches and pregnancy advances, it becomes increasingly difficult to know how to dress for the weather. Layering is the answer - a great way to get through the new season in style. The Phoenix Wrap is a ballet style knit with pointelle edging, large front tie, open front and ¾ sleeves, in black or dusty pink that will keep out the chill. Team with a vest top and the Rhea jersey trousers for a contemporary daytime look or the Rhea jersey skirt to carry on into the evening.

Dresses can be wonderfully feminine and easy to wear in pregnancy. The Voleta and the Isadora are two beautifully cut jersey pieces that drape softly over the bump. The Voleta in black gives a sexy fluid outline that skims over curves. With its elegant twist front, it is a perfect canvas to be accessorised to dress up or down. The empire line fronted Isadora, in chocolate looks fantastic with long boots or kitten heels, or teamed with jeans for a more casual style.

But Crave hasn't forgotten its Business Bump roots and features a new work wear range with a mix of beautifully tailored mix and match trousers and skirts to be worn with soft jersey separates and cardigans or more formal jackets. The Neo line offers a smart modern shawl collared jacket with tie front closure and two matching pull on trouser options; underbump boot cuts or overbump wide legs.

To keep cosy on those winter walks, the Demitria cardigan comes in cream or black and with its cashmere and merino wool mix, soft shaping and deep ribbed shawl collar provides the ultimate in snugly luxury. Combined with the Nicia pull on underbump soft cord skirt with fluted a-symmetric hem in stone or black it makes for a perfect daytime or weekend outfit. But with the Cascadia jersey skirt with its vivacious waterfall flounce detail and a pair of high suede boots, it's a smart daytime look.

With a style tips and 'Ask the Expert' section, the state-of-the-art Crave Maternity website (www.cravematernity.co.uk) offers opt-in to a free email newsletter with competitions, fashion tips, special offers, collection previews and advance sale notification. It is one of the very few sites to use both studio and lifestyle images of each garment. Customers can zoom in on detail, view side and rear shots and see clear colour options.

The site also features an e-brochure - very popular with top US online retailers but an innovation in the UK - which customers can browse through online or print as a PDF document for flicking through at their leisure.

All Crave Maternity clothes come in sizes 8 to 20.

The Crave Maternity range is available online from www.cravematernity.co.uk, by mail order tel: 0870 240 547, through selected retailers or Lilliputs, Battersea from the end of September.