Have you heard of Mitera Collection yet? If you are a mum who has gone back to work after having children or currently pregnant and working, you might want to pay a visit to the DSF Market Outside The Box (OTB) in Downtown Dubai. There you will be able to view this newly launched brand in the Middle East and meet the inspiring and talented Yoko Shimada, founder. Mitera (meaning Mum in Greek) Collection may be new to the Middle East but these ultra elegant maternity/breastfeeding dresses are taking the United States by storm. From the high-powered lawyers in New York City to top media executives, new and not-so-new mums in the US seem to have adopted the ‘dress’ dresscode when going back to work.
Relaxed chic dresses cut out of luxury yet easy-to-care-for fabrics (machine washable and no need to iron!!) are Yoko’s speciality. With her Japanese eye for detail and love for quality, combined with the sense of practicality of the Americans, these dresses are music to the ears of working mums. Her philosophy is simple: ‘Happy Mum = Happy Baby’.
Having been a child and maternity specialist in her days prior to Mitera Collection, her job took her on extensive travels. A true advocate of breastfeeding, Yoko would pump her breast milk, freeze it and Fedex it from the most remote areas of the world to her precious first born in NYC. Now, that is the definition of a super mum!
We love Mitera Collection not just because of the contemporary elegant designs but also love how they endorse ethical practices and supports organisations who work to improve maternal, newborn and childcare both in the United States and the less privileged countries.
Of her brand, Yoko says: ‘We want to return the spotlight to those gorgeous, intelligent, and successful women who are experiencing the magic of motherhood’. The beauty of the Mitera Collection dresses is that they can take women from pregnancy, to breastfeeding, to the years beyond, due to the smart design and versatility. The brand is based in NYC where the dresses are made by professionals with working experience in brands like Alexander Wang or Zac Posen, the fabrics are sourced from Japan and collections conceptualised by Yoko jointly with her team of designers, taking into account her theory of motherhood: ‘You are not just a mother. You are everything else AND a mother’. There you have it: it takes a mum to know what mums need and want.
Click on here for a peek at the gorgeous Mitera Collection.
All purchases made during the MOTB at the Mitera Collection booth will benefit from a promotional launch discount of 20% on the regular prices!!!
The Market Outside The Box also features lots of beautiful homegrown brands and is open from 21 to 30 January 2016, from 4pm to 10pm Sunday to Thursdays and 10am to 10pm in the weekends. Best parking is at Emaar Boulevard (P1, P2, P3), Souk Al Bahar and Dubai Mall. Lots to do for the littlies too, so you can shop while they play!
Happy shopping Mums!