Introducing Alf x Apéro

Have you ever felt like your sense of style gets put on hold when becoming a parent? We've partnered with our friends at Apéro Label to make sure no parent ever feels like they don't recognise their post-baby self.

Introducing Rachel and Sophie: The Powerhouse Duo Redefining Motherhood Style

Meet Rachel Mellers-Smith, the brains behind the maternity and breastfeeding friendly fashion brand Apéro Label, and Sophie Doyle, the founder of the luxe parenting accessory brand Alf the Label. They understand the struggles of juggling motherhood and personal style - which is why both brands came into existence.

Their shared vision to create stylish, accessible and functional pieces for all stages of motherhood and beyond led to the creation of their brands. Now, they've joined to create pieces that are as stylish as they are functional.

Together they've co-designed the Laura Tote, a baby bag that your pre-baby self would wear without reservation, and the Apero x Alf tee, a discreet breastfeeding-friendly top that will become your new daily go-to.

5 Ways Alf x Apéro are Redefining Motherhood Style Worldwide:

  • Empowering Your Identity: Motherhood is amazing, but it can also feel like you lose a bit of yourself. Rachel and Sophie get that. They want you to feel confident and express your unique style, even with a little one in tow.

  • Function with Flair: Parents never do just one thing, and neither should your essentials. Apéro's clothes are designed with features like hidden zips and clever cuts for easy and discreet nursing, while Alf's bags are all about organisation and versatility. Think waterproof, easy to view lining, ample storage, and the ability to be worn as a tote, crossbody or pram bag. 

  • Every Stage, Every Style: Pregnancy, postpartum, toddler taming – we know motherhood is a journey. These pieces are designed to grow with you, from those early days to park playdates, back to work and beyond.

  • Giving Back to the Community: Sophie and Rachel are all about empowering women. Both brands support charity initiatives, like Alf's partnership with Dress for Success, helping at risk women.

  • Sustainable Style: Both Apéro and Alf focus on high-quality, timeless designs that will last the test of time, reducing waste and creating a more sustainable future.

Bring home a limited edition piece from this collaboration and redefine what parenthood means to you.

The limited edition Laura Tote has been crafted as a maximum capacity, multipurpose lightweight tote, to handle anything parenting throws at you. Pair this with the co-designed breastfeeding friendly Apéro x Alf tee, available at

This is motherhood redefined. Style, comfort, and function seamlessly combined. Shop the limited edition pieces and redefine motherhood for yourself.



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