First Thing rolls out wireless maternity bras built on its 'buttery soft' signature fabric

First Thing, the cult lingerie brand behind what shoppers have called "the most comfortable bra ever," unveiled a new line of maternity bras on Sept. 5, 2025, aimed at breastfeeding and postpartum women. The collection emphasizes wireless support and the brand's signature "buttery soft" fabric, combining comfort and a design-oriented approach for a category often dominated by purely functional styles.

The new maternity pieces feature a supportive, wireless construction designed to accommodate changing bodies and feeding requirements while prioritizing softness against sensitive skin. Customers and commentators cited by Daily Mail Australia praised the offering; snippets of consumer response included the phrase "Absolutely love," reflecting a positive reception among early reviewers and social-media reactions.

First Thing has built its reputation on comfort-focused essentials. Its Everyday Bra, priced at $59, has accumulated hundreds of five-star reviews, according to reporting, and the company has positioned the new maternity line as an extension of that product ethos. The brand framed the launch as addressing a gap in postpartum lingerie, where many products emphasize functionality at the expense of fit, feel and appearance.

Industry observers say demand for more attractive, comfortable postpartum undergarments has grown as consumers seek pieces that support both practical needs and personal confidence during the postpartum period. First Thing's move follows a broader trend among direct-to-consumer intimate-apparel brands toward soft, wireless construction and multipurpose designs that serve customers across life stages.

The company has not publicly detailed full pricing or rollout timing for the new maternity range in the announcement cited by media. The launch could broaden First Thing's addressable market by attracting nursing mothers who prioritize comfort, fit and fabric quality.

Retail performance and long-term market impact will depend on factors such as pricing, availability, consumer fit experiences and competition from established maternity-lingerie makers and newer direct-to-consumer entrants. For now, the launch represents a strategic product expansion for a brand that has leveraged customer reviews and a comfort-focused identity to grow its following.