Our Mission
At Baby Mama The Label, our mission is simple: to empower you to breastfeed confidently, anywhere, anytime, and spoil yourself while doing it! We know how much love goes into shopping for your baby—buying clothes they outgrow faster than they can wear—but what about you, Mama? Too often, mothers don’t treat themselves, but we’re here to say F*ck Mum Guilt!
Founded by the ultimate Dairy Queen and tandem breastfeeding mama, Missy—an ex-model who was tired of feeling drab in boring, uninspired mum clothes—Baby Mama was born. While cute baby clothes were everywhere, mum fashion felt like an afterthought, and that just wasn’t her style. So, during her maternity leave in 2014, Missy took matters into her own hands, becoming the first mother in Australia to design and sell breastfeeding-friendly jumpers and matching mama-and-mini sets. She even coined the term “Match Your Mini.”
Missy wholeheartedly believes that every mother deserves to look and feel amazing throughout her breastfeeding journey. Her mission is to inspire mums to embrace their own style and confidence. With Baby Mama, you’re not just wearing clothes—you’re joining an exclusive club of proud Dairy Queens who celebrate their self-sacrifice and commitment to motherhood. All of Missy’s designs are limited edition, so when you wear Baby Mama, you’re part of something special!
If you’re going to breastfeed for 1, 2, or more years, you absofckinglutely* deserve to look cute and feel amazing with your little one by your side. Dressing hot and fabulous isn’t just about looking good; it’s a form of self-care, the ultimate self-care for breastfeeding mothers. When you don’t always have the luxury of leaving baby with your husband or grandparents to step out, it’s time to treat yourself in ways that matter.
Our mission is to inspire and support you in breastfeeding for the long term, celebrating the incredible benefits of breastmilk, the bond you share, and most importantly—making sure you feel like a total stunner while doing it. Because Mama, you deserve it
