Inspiring us this week is Annie Costin, mama of three boys and founder of Legoe Heritage. 

What inspired you to create the Legoe Heritage maternity label? 

It was when I was first pregnant with my first baby and I just hated getting dressed. There were heaps of maternity options out there, but nothing that was my style. Everything just screamed ‘maternity’ and so I wanted to create something that felt like ‘you’ during pregnancy, but also something you actually wanted to continue to wear long after your bub is here.

What is the biggest mistake women make when it comes to maternity fashion? 

One of my pet hates is maternity pieces with side ruching…it is not necessary and it is a dinosaur way of creating maternity clothes. So we look to ways to eliminate that vibe which means your threads won’t look maternity, which in turn means you can wear (and love) them long after your babe arrives. Another thing is to make sure you dress for YOUR figure. Sometimes body con styles look great on one person, but aren’t for others. So be honest with yourself and stick to pieces that highlight your body in the best possible way.

What is your best advice for looking stylish through pregnancy and beyond? 

Go for pieces that are relaxed yet refined (which is actually our motto). It means you can be comfy but look put together without even trying. Obviously comfort is of big importance during pregnancy but you also want to feel cool.

What are your favourite three must have pieces from the Legoe Heritage range? 

Our harems are a must (they all have contrast ankle cuffs which are only visible when folded up, so truly unique) and this season for Winter my faves are our sweaters and our Vogue Lleather Look’leggings.

You’ve dressed the Kardashians, Bar Rafaeli and some of the biggest influencers globally … outside of celebrities who is your ultimate mama muse and why? 

I love Chrissy Teigan. Her style is 10/10, so classic with a modern edge. For our Aussie Mums, I love Marcia from @notsomumsy – her style is so fun but still has that cool/chic vibe to it. She knows how to dress for her figure so well.

Greatest piece of advice for mothers keen to start their own business? 

It can be so hard for mums to start their own business as no time seems like a good time as we’re always so busy. So my advice would just be…ignore that thought and just do it! If you’re truly passionate about something, it’s much better to give something a try than to feel ‘what if’ your whole life. You will learn to work around your kids, so just do it!

What’s your approach to juggling motherhood and a thriving business? 

Be super organised, and I have a daily ‘to-do’ list which has to be realistic on the days when I have all three boys at home with me as I don’t get a lot done on those days! I also have huge help with our Customer Care Manager, Cassie, I would be lost without her!

Do you have any rituals?

I am obsessed with my skin ritual at the moment. My bestie Hannah got me into it (she knows Mecca’s products better than the staff I think!).

I hope one day my children will …. be true gentlemen who treat their ladies like queens.

Favourite family friendly holiday destination? Australia – Noosa or Byron Bay, honestly cannot fault these destinations for a family holiday. Overseas – Seminyak, Bali.