Meet the Founder

From Belgrade to London: A Story of Lingerie, Redefined.

My journey to creating ROBE was anything but linear. It began in Belgrade, working in media and storytelling, before my path led me to London—first to study, then to build a career in creative strategy.

I learned how to listen to people, to understand what moves them, and to build narratives that resonate. But in the autumn of 2023, everything shifted. I was pregnant, and at the same time, my professional path took an unexpected turn.

In that space between change and uncertainty, I encountered a deeply personal problem: I couldn’t find lingerie that honored my changing body. Everything felt like a compromise—between comfort and beauty, between function and grace. I was told to choose between feeling supported and feeling like myself.

I refused to accept that.

So I began to draw. To design. To imagine something softer. ROBE was born from that quiet insistence—a brand built on the belief that motherhood isn’t a season to “get through,” but a transformation to be celebrated.

We fuse thoughtful aesthetics with intuitive support, creating lingerie designed for new mothers, by a new mother. This is for the woman who deserves to feel held, beautiful, and deeply considered—exactly as she is.

Thank you for being here.

With warmth,