Recognized for both Feeding and Design at the Negenmaandenbeurs
At this year’s Negenmaandenbeurs in Amsterdam, Feelou® proudly took home two Baby Innovation Awards: one for Design and one for Feeding. The Dutch startup’s maternity and nursing bra impressed both the professional jury and a panel of parents, earning top recognition for its innovative design, comfort and sustainability.
The Baby Innovation Awards, organized by BabyWereld in partnership with the Negenmaandenbeurs, are among the most respected awards in the baby and maternity industry. Each year, they highlight products that bring genuine innovation, sustainability and ease of use to parents and families.
Recognition from both experts and parents
“Winning two awards - one from the expert jury and one from parents themselves - is an incredible honor,” says Noor Figdor, co-founder of Feelou®. “It shows that we’ve created something that truly makes a difference for women during and after pregnancy. That’s exactly why we started Feelou®.”
The professional jury praised the innovative design and patented closing system, while parents celebrated the comfort, fit and practicality of the Feelou® bra.
“A bra you can use both during and after pregnancy. Because the closure isn’t on the back, it’s easy to put on. The adjustable design makes it simple to adapt the bra while breastfeeding or using a hands-free pump. The material is not only soft and beautiful but also sustainable.”
– Jury, Baby Innovation Awards 2025
Innovation that moves with you
The awardwinning Feelou® maternity and nursing bra was designed to literally move with your body. Its patented closing system allows the band to expand by up to ten centimeters, while the crossover front design gives the cups the flexibility to adapt up to two or three cupsizes.
This unique design means the bra adjusts naturally throughout all stages of motherhood, from early pregnancy to breastfeeding and beyond. The soft, wire-free construction and easy nursing access make it practical for both daily wear and hands-free pumping.
Feelou’s approach eliminates the need to buy multiple bras during pregnancy, tackling a common frustration for expecting mothers while reducing waste.
Comfort, design and sustainability combined
At Feelou®, comfort goes hand in hand with conscious design. While traditional maternity lingerie often ends up in a drawer after a few months, the Feelou® bra is made to last. It’s produced in Europe at a women-led atelier using TENCEL™ Modal, a breathable and eco-friendly fabric that stays soft and beautiful over time.
“We want to help women buy less, but better,” says Anne Dijkstra, Feelou® co-founder. “When you own something that truly fits and lasts, you automatically consume more consciously. It’s better for you and better for the planet.”
An impact-driven startup with a mission
Founded in The Hague by Anne Dijkstra and Noor Figdor, Feelou® started as a solution to a personal frustration and evolved into a movement for comfort, confidence and sustainability in maternity lingerie.
“Our mission is clear: more comfort for women, less waste for the world,” says Noor. “Being recognized for both innovation and design proves that femininity, function and sustainability can truly go together.”
About the Baby Innovation Awards
The Baby Innovation Awards are an initiative by BabyWereld in collaboration with the Negenmaandenbeurs, recognizing the most innovative and sustainable baby and maternity products each year. Awards are given by both a professional jury and a panel of parents, making them one of the most respected recognitions in the industry.
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Read more about the Baby Innovation Awards