After experiencing discomfort with conventional nursing bras during motherhood, Claire Merceica launched Embrace, a womenswear brand focused on soft, breathable intimates crafted from plant-based fabrics. What started as a personal solution for sensitive skin and fit has grown into a minimalist essentials line for all women seeking comfort without compromise.
- Founded by former lawyer Claire Merceica in 2022
- Features bras and essentials made from Austrian beech tree fibers
- Focuses on comfort, sustainability, and minimalist design
What happened
Claire Merceica’s journey to launching Embrace began amidst the challenges of nursing her first child in 2020. Finding traditional nursing bras uncomfortable and irritating to her eczema-prone skin, Claire identified a gap in the maternity and intimates market. Driven by personal experience and extensive research, she founded Embrace in 2022 to create high-quality bras and clothing that prioritized softness, breathability, and a gentle fit.
Transitioning from her previous career as a corporate lawyer, Claire applied her skills in research and communication to manage every aspect of the startup on her own. Embrace’s initial focus was on maternity bras that offered support without the restrictive feel of underwires or synthetic fabrics. The brand has since evolved to serve all women seeking comfortable, minimalist lingerie essentials.
Why it feels good
Embrace stands out by using premium plant-based fabrics, such as Austrian beech tree fibers, known for their softness, breathability, and durability. These materials are chosen with sensitivity to skin conditions in mind, appealing to people who struggle with irritation from typical synthetic blends found in many intimates.
The brand’s design philosophy embraces comfort without sacrificing style. Pieces like the ribbed bra top replace uncomfortable strapless bras, providing gentle support with a seamless look. This thoughtful approach allows women to feel supported and liberated at the same time, redefining what everyday intimates can be.
What to enjoy or watch next
For those interested in exploring sustainable, comfortable basics, Embrace’s curated collection offers a great entry point with nursing tanks, everyday bras, and high leg briefs that adapt to different lifestyles without compromising softness or function. The brand’s continued growth promises new additions to their minimalist essentials lineup that maintain the high standards of quality and comfort.
Keep an eye on Embrace as it expands beyond maternity wear to cater broadly to women who value thoughtful design and fabric innovation. The brand’s commitment to plant-based materials and its founder’s passion for solving real needs positions Embrace as a compelling choice for anyone seeking better basics.