The Lullaby Club's fan favourite Avalon Smock has become a wardrobe staple for thousands across the world and a particularly popular piece amongst the Mama's of TLC.
The Avalon Smock effortlessly embodies an air of casual elegance. Its loose, oversized fit drapes gracefully over the body, allow comfort and flexibility.
Whether you're running errands, attending a casual brunch, or going for an evening stroll on the beach, this dress exudes a sense of relaxed sophistication while remaining a classic throw-on and go piece.
This simple smock style has appeared in up to 15 colour-ways over the years. Including your classic neutrals, pops of bright colours, a range of ginghams and limited edition prints.
And has become a reliable piece for Mothers navigating pregnancy, breast-feeding, post-partum life and beyond.
The Avalon Smocks key features:
- Breastfeeding friendly buttons
- Oversized fit
- 100% cotton
- Tiered skirt detailing
- Adjustable sleeves
- Inclusive sizing (AUS 6-22)
To deep dive further, I made sure to ask co-owner Marisa a few questions about the iconic smock that helped The Lullaby Club become the business it is today.
What brought the Avalon Smock to life?
With every item we create, our main focus is designing with mothers in mind. When I had my son Sage, I craved a simple and effortless style that would make me feel comfortable and confident in my postpartum body, while also providing easy access for feeding. That's how the Avalon smock came to be. It perfectly checks all the boxes for new mothers! It has a flowy design, ample room for a baby bump, and breastfeeding access. Naming the dress after my daughter, Avalon, adds a special touch.
Did you expect the Avalon Smock to become such a fan favourite?
It's truly incredible to see how well it has been received. Since its launch in 2019, we have sold over 20,000 smock dresses. It's mind-blowing! I still can't believe my eyes when I spot one being worn out in the wild, and it happens quite often!
What is your favourite colour way of the Smock we've done so far?
Out of all the colours and prints in our collection, the Jett smock dress holds a special place in my heart. It has become not only my personal favourite rite but also a beloved wardrobe staple for many of our customers. Its timeless design and versatile style make it a go-to choice for various occasions.
With the Avalon Smock's continuous growth in popularity we knew it was time to evolve the piece into something new, something that kept the same practicality but provided something a dress may not.
We are proud to introduce our very first Avalon sister style - The Avalon Playsuit.
Whether you're a fan of comfort, effortless style, or the ability to adapt to different occasions, the Avalon Playsuit has you covered.
Keeping the same iconic features of the Avalon Smock while adding a dash of practicality with in-built shorts. The playsuit still remains oversized and floaty to give that effortlessly chic look.
Available in three core colour-ways: Jett, White and Caramel Gingham.
AVALON PLAYSUIT CAPSULE | 28.06.23
We love seeing you all rock out in your smocks, so keep tagging us @lullabyclub and @lullabyclub_community on Instagram so we can feature you on our socials and continue to show our appreciation.
Love TLC x