With Rihanna teaching us all what pregnancy style is really all about, we’ve uncovered a Toronto-based, Canadian-made and female-founded company that, too, is reimagining maternity and nursing wear and challenging the notion of “maternity only clothing.” We chatted with Sonday The Label founder Katie Callery to learn more. —Noa Nichol
Hi Katie! When and why did you launch Sonday The Label?
I launched Sonday the Label in 2021, after my first son was born. I found it very difficult to dress both stylishly and comfortably during pregnancy and especially postpartum. I realized that maternity wear could be so much more thoughtful in its design to enable women to live their lives while also caring for their young ones. I named the business after my son, Samuel, who was due on a Sunday.
What niche were/are you aiming to fill?
During my first pregnancy, I became the customer experiencing the problem. Trying to find maternity clothes was a challenge—the trendiest items were the highest priced, while the more affordable options were too floral-y or poorly made. Women live dynamic lives and want clothing that helps them feel like themselves, while also providing that considerate element of comfort and movement for a growing bump. So I set out to design a line of contemporary maternity clothing that women actually wanted to wear and that integrated more seamlessly into their modern lifestyle.
What products do you currently offer, and what makes them unique?
We currently have clothing available in the following categories: Maternity and Nursing Sleepwear, Dresses, Tops, Leggings, Nursing Bras & Beauty. At Sonday, we have created a unique selection of pieces that women need along their motherhood journey. Modern and thoughtfully designed pieces for day to night that are accessible, stylish and comfortable. From clothing to bras to beauty, we want to become a one-stop-shop for women as they experience pregnancy and beyond.
What’s the problem with most other maternity wear out there, and how does Sonday solve those issues?
Maternity wear is a largely outdated category; think frumpy frocks, itchy fabrics, and unflattering designs. Most pieces are designed for one stage at a time, without thinking about its use after the baby arrives. At Sonday, we are reimagining the maternity wear category. We want women to consider our clothing as pieces they would wear before, during and after pregnancy, while also building in the necessary elements women need as their body changes.
Can Sonday maternity pieces be worn both during the after pregnancy?
Absolutely! Almost every garment is thoughtfully designed to allow for ample room during pregnancy, and for women to be able to nurse in their fourth trimester and beyond. We are designing pieces that look like everyday wear, rather than traditional maternity, so they integrate into your wardrobe for years to come and reduce the need to purchase more pieces than necessary.
Tell us about the sustainability factor involved in your designs.
Most fashion brands have a long way to go in improving their environmental and social impacts. At Sonday, we are taking the first steps in that direction by focusing on two areas: fabrics and production. We primarily use Modal, Rayon from Bamboo, Lyocell and Organic Cotton fabrics in our garments. These fibres are plant-based, breathable and most are entirely biodegradable. Modal, Rayon and Lyocell are made from beech, bamboo and eucalyptus trees, which regenerate quickly and have a shorter production process. We design and manufacture all of our garments locally at a female-owned studio near Toronto. This gives us transparency into the production process, significantly cuts down our shipping costs, and we support job creation in our local economy.
Top tips for styling some of your favourite Sonday pieces, especially as we head into warmer weather this spring/summer?
Unlike traditional fashion seasons, the needs of pregnant & nursing women are very similar year after year. Women need soft, stylish pieces that grow with their bump, and then enable easy feeding postpartum. One of our favourite pieces, the Lea Dress, is a mid-length black, sleeveless shift dress that can be worn in every season—on its own or with a blazer or sweater. You can wear it with heels or sneakers, from work to weekend. It’s designed to be the perfect LBD that gets you through your first to fourth trimester. We also love our hero piece, the Essential Nursing Dress. This is the most versatile piece in our collection—you can wear it as comfortable sleepwear during pregnancy, it transitions into the perfect nursing dress after baby arrives, and is chic enough to become outdoor wear with a hat and belt bag for errands and stroller walks for years to come!
Win! A $250 Sonday The Label Gift Card!
Congrats Lindsay S. of Brampton, ON, who will receive a $250 gift card to shop Sonday The Label! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadaily.ca. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.