Cake Maternity has announced the launch of a new diffusion brand, developed with younger mums in mind.

The new label, named Charley M, has been created to offer fun, functional and fashionable maternity lingerie at an affordable price.

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“With a strong, young brand personality, Charley M is for the younger generation of moms, who are social and active. Through our new line, we aim to provide young women with a positive body message during this celebratory period of their lives,” said founder and creative director Tracey Montford.

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The inaugural collection is made up of plunge, balcony, soft-cup, seamless and moulded nursing bras starting at £20.

The colourful collection will launch to trade in September and will be available in stores from January 2017.

Charley M has already secured JC Penny and ASOS as stockists.