A few weeks ago, Inés Arroyo, founder and creative director of LAAGAM,
became a mother for the first time,
and this year we are celebrating our first Mother’s Day from within.

That led us to explore femininity through motherhood.
Because there’s still a fixed idea of what becoming a mother should mean.

We wanted to get rid of the idea that when you become one, you leave the rest behind.
We truly believe that becoming a mother doesn’t replace who you are.
It expands it.

My first Mother’s Day as a mom.

LAAGAM was founded in 2017 with the No Boyfriend shirt,
a classic inspired by a trend:
wearing your boyfriend’s shirt.
We decided to reimagine it
and design one for those who didn’t have one.

During the nine months of my pregnancy,
something happened and everything fell into place: of everything I had in my closet,
the No Boyfriend shirt was the only piece
that continued to reflect my essence.
The same shirt, this time showing off
my baby bump.
And now, nine months later,
it’s still one of my favorite pieces.

For this reason, I’ve decided to launch something from LAAGAM.

Starting today, if you’re pregnant
and a LAAGAM customer,
come to any of our Flagship stores.

We have a No Boyfriend shirt
as a gift for you.

We want to be there for you
during this special time
and encourage you to always
stay true to yourself by wearing LAAGAM
at every stage of your life.


Happy Mother’s Day
to those who are mothers today,
and to those who are just becoming mothers.

xx
Inés

· · ·

Our Stores

Marià Cubí 191, Barcelona
Barquillo 43, Madrid
Heiligeweg 39, Ámsterdam

For this campaign, we brought together six women who live it that way:
Inés Arroyo, Carla Camprubí, Laura Caldarola,
Clara Díez, Lulu Figueroa,
Sofía Johansson and Rocío Aguirre.

Captured by Priscillia Saada,
whose work explores femininity in modern motherhood through an intimate, honest lens.

Six different ways of being a mother.
One thing in common:

Mothers, among many other things.