Portier's new 'Forme' collection | Willow & Blake

Portier, known for making baby carriers chic, came to us with a new venture—apparel. But they weren’t looking to design maternity wear. They were looking to redesign the experience of dressing through pregnancy, postpartum, and everything that comes after.

We named their newest collection Forme, a nod to the way motherhood reshapes your body, your identity and your sense of self. The French spelling mirrors Portier’s own, while signalling a more elevated, fashion-first take on transitional dressing.

We built a voice that spoke to style-conscious women wanting to honour this part of themselves throughout their pregnancy and into parenthood. The messaging rejects daggy clichés in favour of confidence, comfort and quiet power.

Forme by Portier isn’t about clothes that fit a phase. It’s about pieces that move with you.