About company

ALLARMATERNITY – the trading company providing the Singapore Mothers en Vogue brand in Kazakhstan - clothes for pregnant women and feeding. Uses only fabrics of a natural origin (cotton, organic cotton, a bamboo, wound).

 About  Mothers en Vogue
Founded in 2003, Mothers en Vogue® (MEV) was born out of a conviction that nursing mothers and mothers-to-be deserve clothing which is not only fashionable but must combine the multi-features of :
1) comfort
2) natural and/or eco-friendly fabrication
3) innovative nursing construction and, of course,
4) quality sewing
Beyond being fashionable and trendy, MEV’s clothing must deliver equally on comfort. It must also be constructed with natural fabrication (think cotton, linen, bamboo - naturally derived yarns) and even better if ecologically derived. As a brand that embraces breastfeeding, the rationale behind such demands is simple - nursing mothers and babies benefit most from wearing natural textiles as these are most comfortable and breathe-able which in turn reduce incidences of skin sensitivities or reaction.

These special qualities have led MEV to be a leader in the nursing fashion field and popular in many countries worldwide. Founder, Sharon Ho-Norton - a mother with an intimate understanding of breastfeeding who is inspired by her personal motherhood journeys and those of other mothers - believes that breastfeeding, besides being beneficial for the child, should also be a positive and empowering journey for every new mom. With the aid of aptly constructed nursing garments that allow for discreet yet convenient nursing access, a nursing mother can breastfeed on-the-go and gain confidence from the breastfeeding experience. A Mothers En Vogue mother is one who desires to give her best to baby, while being earth conscious, fashion savvy and keeping up with her usual lifestyle and myriad of commitments.
MEV’s nursing access systems are designed to cater to the varying needs and requirements of nursing mothers - from a new mom without prior breastfeeding experience, to the savvy mom who has breastfed her several babies, including the mom who is tandem nursing or even nursing during pregnancy. MEV’s lines span the full spectrum of any occasion from everyday to evening wear and from summer to fall seasonal wear.


To be an eco-friendly nursing wear specialist that helps to give mothers a positive breastfeeding experience through:

1. A comprehensive range of well-fitted, high-quality and environmentally-conscious nursing wear, as well as,
2. A selection of comfortable and versatile maternity wear that can be worn from pregnancy to nursing. 

To empower moms around the world with the confidence to embrace breastfeeding.

At Mothers En Vogue, we are always –
M indful of environmental issues
O bservant of our products’ quality
T aking care of nursing moms’ needs
H onourable in our promises
E nhancing the bond between mother & child
R ejoicing in the ease of breastfeeding
S tylish & confident moms