Leading Lady launches nursing essential line at Walmart

New and expectant moms want to keep their pre-pregnancy style and feel comfortable and supported as they breastfeed.  With a strong focus on quality, the new Loving Moments brand from the nursing bra experts at Leading Lady, brings together today's fashion trends with nursing bra technology.

Featuring playful stretch lace, cute and supportive camis, soft comfortable sleep and leisure bras, as well as seamless everyday bras, Loving Moments has a nursing bra for every occasion.

With 74+ years of experience in the intimates industry, Leading Lady is loved and recommended by lactation consultants, midwives, childbirth educators and others in the breastfeeding community.  "Because we interact closely within this community, we understand the needs of a breastfeeding mom and her need to find the perfect nursing bra," said Mark Corrado, President and third-generation owner.

Each style is constructed with the utmost attention to fit, comfort, support and function.  "Unlike fashion bras, a nursing bra features specially designed cups that open easily to allow convenient access for breastfeeding," said Haidee Johnstone , Executive VP and Director of Design.  "They also offer added support and adjustability to accommodate breast changes during pregnancy and while breastfeeding." 

The Loving Moments collection consists of a full assortment of nursing bras, nursing tanks and will include washable nursing pads.  Purposely designed to allow pregnant and breastfeeding moms to pick and choose the undergarment she needs to compliment any outfit or activity, the brand offers a comprehensive line of nursing essentials for every occasion in colors, prints and a variety of fabrications.  Bras are available in sizes 34 to 46 band, B to DDD cup and tanks in M to 2X.

Key styles include a nursing tank and features an empire waist for a flattering fit.  Worn alone or as a layering item, this is any new mom's go-to-piece and will transition seamlessly from day to night wear. 

The line also includes everyday and t-shirt nursing bras, a low-impact active nursing bra and a seamless Santoni nursing bra; shirred front nursing bralettes in colors and prints; and reusable washable nursing pads.  Another key item is the cotton softcup nursing bra that comes in a 2-pack.

Loving Moments by Leading Lady will be sold at more than 3,600 Walmart stores nationwide and will also be offered on Walmart.com.  Available where new moms shop, Loving Moments makes it easier than ever for expecting and new moms to find quality nursing essentials for an exceptional value.

About Leading Lady

Leading Lady is a premier nursing and full figure intimate apparel company dedicated to creating comfortable, affordable, stylish bras and camis.  Leading Lady continuously works to improve products while adhering to core values and business practices.  Family owned and operated since 1939; Leading Lady expertly tailors quality lingerie for top brands and retailers across North America.

Leading Lady