Aurelia was born in a small London flat in the autumn of 2019. Elena Marr, seven months pregnant with her first child and suffering from chronic lower back pain, found herself standing in front of a wardrobe full of maternity leggings that either rolled down within the hour, offered no real support, or both. The market had two options: cheap and useless, or expensive and disappointing.

She began reaching out to pelvic floor physiotherapists, textile engineers, and dozens of other pregnant women who shared the same frustrations. What started as a personal project became an obsession — 47 rejected prototypes, three years of iterative development, and a patented fabric technology called PosturAir™ that actually did what it promised.

The name Aurelia comes from the Latin aurea — golden. Elena chose it not as a statement of luxury, but as a reminder that pregnancy is a golden chapter that deserves to be experienced with comfort, confidence, and care. No woman should suffer for what she wears while bringing new life into the world.

Today, Aurelia is worn by tens of thousands of women across Europe and beyond. The frustration that started it all has become the brand's permanent north star: if a product doesn't solve a real problem for a real woman, it doesn't leave the studio.