Nine in the Mirror is an eCommerce site for non-maternity maternity wear. The site features expert editorial content alongside a hand-picked selection of straight-off-the-runway designer looks, in styles and sizes to suit women in their first to third trimester – and beyond.

The website design needed to feel aspirational but easy to use, and accommodate a large amount of editorial features across fashion, beauty, health and lifestyle. It was important to incorporate the sense of shape throughout the design to reflect a woman’s changing shape, demonstrated through the use of circles and curved edges.