Our story
Apéro designs for the fashion-forward woman moving through every stage of motherhood, from the first signs of a bump through to feeding and into the years beyond. Every piece is designed with two things in mind: elevated enough for the life she already loves, functional enough for the one she's growing into.
Apéro started with a simple belief: getting dressed should never stop feeling like you. Founder Rachel Mellers-Smith launched the label in 2017 with a fashion-first mindset, designing pieces meant to make women feel confident, expressive, and unmistakably themselves.
Then motherhood changed the brief. As Rachel moved through her own pregnancy, she watched friends give up on personal style the moment they needed to dress for feeding, comfort, or a changing body. The options felt like a trade-off nobody should have to make: elevated or practical, fashion-forward or feeding-friendly, never both. Apéro became the answer to that gap - a label that refuses to choose between the two.
Elevated Style. Made for Motherhood.
Behind the design
Our intention is to design with the whole journey in mind, not just the moment she's in right now.
Every piece has to earn its place in more than one way; it needs to feel like her before the bump, move with her as her body changes, and still be something she reaches for long after. Nothing here is built for a single season of life.
That's the promise behind every Apéro piece: not just something to wear, but an investment in a wardrobe that keeps up with her, at every stage she's in.
From there, we design the way we always have: with an eye on the runway, timeless silhouettes, and pieces meant to be worn for years, not a short season.
Behind the designOur intention is to design with the whole journey in mind, not just the moment she's in right now.
Our values
Great style always starts with knowing what you stand for. For us, that’s four beliefs that guide every design, every drop, and every conversation with the mothers who wear Apéro.
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Timeless, Fashion-Forward Designs
We create elevated, classic pieces that are never trend-chasing - designed to move seamlessly from day to night, and from one season of life into the next. In essence, Apéro endeavors to merge runway inspiration with maternity, creating attire that’s both functional and fashionable, allowing every woman to feel magnificent throughout all stages of motherhood.
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More Than Just a Brand
Our brand exists for more than the wardrobe. We stand behind our community through giving back, using the brand's platform for relatable content and a space where mothers can feel supported and seen through all stages, we meet the mother where they are at in life.
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Confidence, Every Season
Apéro exists to make women feel effortlessly stylish and confident in the everyday - through pregnancy, feeding, and every stage of motherhood that follows. We empower mothers to transform wardrobe staples, such as a simple t-shirt, into an aspirational outfit that turns heads. Our collections are a testament to the belief that functional dressing doesn’t require compromising on style.
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Our Community
Apéro is built with mothers, not just for them. Every collection is shaped by real feedback from a community of women who told us what wasn't working in maternity fashion - and we're just getting started on giving that community more of a home with us, beyond the wardrobe.
“I remember wanting to be a fashion designer when I was a little girl, and I still have my old design journals from back then. Becoming a mother didn't put that dream on pause - it just gave me a new brief to design for. On the not-so-glamorous days of fashion life, it's nice to stop and remind myself I'm still living out that same childhood dream, just for a fuller life than I ever imagined.”