Founded by sisters Alex and Jenny McFadden, Pretty Mama is a maternity and breastfeeding fashion brand. Launched in 2020, Pretty Mama specialises in breastfeeding friendly clothing and has become known for its discreet hidden zips across a range of jumpers, hoodies, dresses and fleeces. Designed to be worn during both pregnancy and nursing, the brand focusses on combining practicality and convenience with style, to help mothers feel more ‘confident, comfortable and stylish’ throughout their breastfeeding journey. Pretty Mama also appeared on BBC’s Dragons’ Den, where the founders received offers from four of the five Dragons.