jules_fossett I’m Jules Fossett, director of luxury maternity lingerie brand Amoralia. For the past 5 years, I’ve made it my job to make pregnant and nursing women look, and feel beautiful.

What inspired you to become a lingerie designer?
Starting my own business was always a dream, and whilst I was working in advertising I saw a gap in the market for feminine, desirable maternity lingerie. After doing my homework for a few months I took the plunge! 18 months later, Amoralia was born.”

What makes your designs different from others?
”Maternity lingerie currently falls into two camps; big white boulder-holders, or super-sexy embellished things for special occasions. We like to think we’re feminine, elegant and pretty, but still practical and always comfortable.”

Are there any celebrities wearing your designs and who are they?
”Yes, plenty of pregnant celebs have worn (and loved) Amoralia, from oscar-wining Brit actress Rachel Weisz to supermodel Karen Elson.”

What’s your favourite lingerie brand (not your own!) and why?
I love Princesse TamTam for its fresh, pretty, colourful styles. They never play it safe, and they always create and innovate (rather than ‘inspiring’ themselves from other designs, as some other brands do!).

What advice would you give to an aspiring lingerie/swimwear designer?
”Really do your research so that you offer a unique point of difference – either in style, or functionality.”

How do you get your inspirations for new collections?
”We talk to our customers, find out about their needs and wants, then look to the global fashion trends in womenswear and think about what would best complement the new looks. For maternity, it’s also important to take into account the functionality (lots of support needed, in non-underwired styles), so vintage often inspires.”

Do you use paper and pencil to design your first draft or is it all done on computer?
From brain to computer in one stroke!

How do you find new and different materials to use?
We source at shows, but also ask our factories to send us anything interesting and new.

What would you be doing if you weren’t a designer?
Working for Oliver James (if you haven’t read it yet – read ‘Affluenza’ now!)

What are you working on right now?
Making sure SS’10 deliveries are on time, finessing our AW’10 sample collection and casting for our December shoot. Oh, and delivering replenishment orders, preparing for the shows, chasing payments, recruiting for new staff, and making endless cups of tea… all in a day’s work!