Monthly Parenting Magazine

Most eco-friendly brand: Isabella Oliver

Most eco-friendly brand: Isabella Oliver


Isabella Oliver is a London-based online maternity brand, with a focus on environmental, ethical and sustainable style. Isabella Oliver puts people and the planet at the heart of everything that they do. They produce high quality, long lasting maternity clothes. Reducing the environmental impact of clothing through a series of re-commerce initiatives; including Pre-Loved, Rental & Pass The Parcel. They are proud to create clothes that are designed for good and are champions of slow fashion, committed to disrupting the fast fashion industry. A winner of The Queen’s Award for enterprise, Isabella Oliver has a strong focus on fabrics that fit, flatter and grow as a pregnant woman’s body does. The brand is already a firm favourite with the A-list including; Beyonce, Gwen Stefani, Jessica Alba and Ciara.

At Isabella Oliver, we are proud to create clothes that are designed for good. We are champions of slow fashion, caring for people and the planet, and we are committed to disrupting the fast fashion industry.

We have worked hard to identify and address negative environmental and social impact across our supply chain in a bid to create a circular business. Our efforts have secured Isabella Oliver (House of Baukjen) the position of the highest scoring Fashion B Corp in the UK. B Corps balance purpose with profit by achieving the highest standards in environmental and social performance.

In 2021, 96% of all our garments launched are made with responsibly sourced fabrics. Over three quarters of our collection is made of cellulosic fibres, all viscose is now EcoveroTM and all lyocell is now TencelTM, which have a smaller environmental footprint and support responsible forestry. Other fibres you’ll find in our collection include Organic Cotton, Recycled Wool and Recycled Polyamide.


To reduce waste and avoid over-production, we have shortened our supply chain and lead times. We work collaboratively with our manufacturers to adopt a Zero Waste approach and recycle 90% of our textile waste. 

All our garments ship to customers in FSC certified packaging. Our packaging is 100% plastic-free, compostable, and recyclable; everything from the glue to the ink is eco-friendly.

We pride ourselves in the quality of our clothes that are designed to last. To drive this message home, we share clothing care & repair advice with customers. By looking after our clothing, we can ensure that it lasts for years to come. 

We’ve launched Recommerce schemes including clothing rental, resale ( Pre-Loved)  and recycling with the goal of extending the lifespan of garments. Garments recycled with Isabella Oliver are donated to charity or sustainably recycled to create new fabrics. In time we hope to recycle all garments and operate in a cradle-to-cradle loop.

We are currently working on the digital traceability of our garments, which will add transparency to our collections and trace the product’s journey in the supply chain, from design to material provenance and who made it using innovative blockchain and QR technology.

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UK based premium maternity brand Isabella Oliver announce the launch of their sustainable and ethical maternity capsule collection for SS21, as part of its mission to drive lasting positive change in the fashion industry with sustainable practices and an ethical supply chain. 

View the Isabella Oliver book here

The sustainable and ethical maternity capsule collection has been designed with ease in mind, allowing mama’s-to-be to mix and match items to create countless outfits. From the perfect LBD to the chicest Breton Top and softest knitwear, every item has been cleverly designed to grow with the bump and ensure ultimate comfort no matter what trimester. Encouraging customers to ‘go greener’ and eliminate the effects of fast fashion, the brand wants to radically change the maternity sector.

The SS21 collection is ethically made in Portugal using locally and responsibly sourced fabrics and fibres including LENZING EcoVero jersey, organic cotton and Tencel. The collection also utilises recycled fibres such as Greencash yarn, Recycled Polyester and Recycled Polyamide. All of which reduce water consumption, pollution, waste and CO2 emissions. Using EcoVero instead of conventional viscose reduces water consumption by 56% and carbon emissions by 37%. The use of organic cotton instead of conventional cotton reduces water consumption by 89% and carbon emission by 16%.

Isabella Oliver Co-Founder and Creative Director, Baukjen de Swaan Arons said: “We care deeply about people and our planet. So, after many years of dressing pregnant women around the world, we felt it was time for significant change. We created a sustainable and ethical maternity capsule wardrobe where every style is ethically made and planet-friendly because we have the power to be the change we want to see.”

The launch of this collection follows Isabella Oliver’s dedication to championing slow fashion and campaigning for change as a BCorp business. It builds upon the brand’s current recommerce initiatives including a rental scheme and pre-Loved clothing donation scheme. 2020 saw the brand become members of the Fashion Pact, United Nations Fashion Charter and achieve its target of becoming carbon negative across its entire supply chain five years ahead of their 2025 deadline. Isabella Oliver and sister brand Baukjen are also the first fashion brands to be associated with Terra Carta, an initiative launched by HRH The Prince of Wales to encourage the world’s CEOs to commit to speed up net-zero commitments.

The Isabella Oliver Sustainable & Ethical Capsule Collection can be viewed here: