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 production and advertising, 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 contract came to an end.

In that space between change and uncertainty, I encountered a deeply personal problem: I couldn't find lingerie that honoured 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 exactly herself.

Thank you for being here.

Marija