Ava Innes V-Shaped Wool Body Pillow review: “holds you in place in a way that feels natural”

RRP at time of testing: £105 | Check price at Ava Innes

My verdict

I wasn’t sure I needed a V-shaped pillow, then I used this one every day for two months and, well, that answered that. 

The Ava Innes V-shaped pillow is supportive, comfortable and much more useful than it looks. The support is the main thing: it’s not stiff or overly structured, it just keeps you in a good position in a way that feels… normal. If you need help getting comfortable during pregnancy, postnatal recovery, or simply because your back, shoulders or hips aren’t what they were, that wraparound shape really does help you settle and stay settled.

It’s also just nice to have around. I’ve used it for reading in bed, long sofa evenings, and side sleeping with something to lean into. It props you up without you constantly shifting it into place.

Plus, I like what it’s made from. The wool filling and organic cotton cover feel like a break from the usual synthetic bedding, and more like something you’ll keep for years rather than replace every winter.

It’s not for everyone. If you love a very firm pillow, or you’re short on space, it might feel a bit much. And yes, it’s expensive, especially once you factor in a cover.

But if you like that cocooned, supported feeling, or you want something that makes bed and sofa time more comfortable and less fidgety, it’s a keeper.

How I’ve tested 

I’ve used the Ava Innes V-shaped pillow daily for over two months, for sleeping and for sitting up in bed and on the sofa. Testing included side sleeping, reading, lounging and general everyday use.

First impressions: does it feel comfortable right away? 

Much like Ava Innes’ standard pillow, this V-shaped version is comfy straight away. No breaking-in period, no messing about trying to get it “just right”.

The only adjustment is getting used to the shape. If you normally sleep on a standard pillow, the more cocooned feel takes a night or two to get used to. After that, it’s hard to go back.

It sits in the Goldilocks middle ground: not squishy, not stiff. It’s soft enough that my neck doesn’t feel pushed out of alignment, but it has enough structure to prop me up when I’m reading in bed or slumped on the sofa.

I’ve mostly used it without a cover and the organic cotton feels lovely against skin. Not scratchy, not overly crisp, just properly soft.

The cotton casing is super soft to sleep on, I've not needed a cover so far

Is the Ava Innes V-shaped pillow supportive enough?

That’s the whole point of a V-shaped pillow, and it absolutely does what it’s meant to. I first came across these through my nan, who used one to help with her asthma, so I’ve always thought of them as practical rather than decorative.

This one feels supportive without forcing your posture. When you’re sitting upright it doesn’t shove your spine forward or leave you feeling perched. It just holds you comfortably in place.

For me it’s less about a medical need and more about comfort. I like that slightly cocooned feeling and this gives you that without feeling restrictive.

Can you sleep with the Ava Innes V-shaped pillow?

I’ve mostly used it as my actual pillow at night, not just for sitting up.

I’m a side sleeper and I’ve got a long-standing habit of trying to wedge a standard pillow behind my head for extra support. With this, that support is built in. One arm tucks behind you, the other gives you something to hug. It’s basically the pillow version of being the little spoon. My husband has largely been banished to his side of the bed because of it.

Even though I move around in my sleep, I’ve never woken up with a strained neck or shoulders, which is usually my benchmark for whether something’s working.

It’s also great for sitting up. When I’m reading in bed I don’t slowly sink or collapse into the mattress (which happens with softer pillows). It keeps you upright without constant readjusting.

On the sofa it’s just as useful, especially for long stretches of scrolling or watching something. Supportive, but not awkward to position.

Human (and dog) approved

Does the Ava Innes V-Shaped Pillow retain its shape? 

By morning, the neat V usually relaxes into something a bit more… free-form. It doesn’t stay rigidly in place, which makes sense with a medium-support wool fill rather than foam. The important bit is that it doesn’t feel flat.

After two months of daily use I haven’t noticed any real flattening. It still feels full and springy. I give it a quick reshape before bed and that’s it. Ava Innes do warn it may flatten over time, but I’ve not had a huge issue with that yet.

Does the pillow regulate temperature? 

This is where wool earns its keep. Like the brand’s bed pillow, I’ve not found it too warm or too cool, even on those nights where you can’t decide what season it is.

If you’re someone who’s constantly flipping your pillow to find the “cool side”, you’ll appreciate this. No clammy synthetic feel, just a steady, comfortable temperature.

The brand warns it might flatten over time, which is to be expected

Is the Ava Innes V-Shaped Pillow easy to take care of? 

It’s not small. On a super king bed it fits without feeling in the way. On a smaller bed, I suspect it would start to dominate. Same story on the sofa: fine on a decent-sized one, less ideal if you’re tight on space.

You can fold it thanks to the softer wool fill, but realistically it’s not something you’ll be packing away every day.

Cleaning-wise, it can be washed carefully or dry cleaned, though like most natural fillings you’re better off airing it regularly and washing sparingly. Like the bed pillow, I’ve been hanging it on the washing line on a sunny day.

One thing to note: there’s a faint earthy smell when you first open it. It’s not unpleasant, just… sheep-adjacent. It fades over time, or quicker if you air it outside. The brand flags this too, so it’s not a surprise.

Is the Ava Innes V-Shaped Pillow worth the price tag?

At £105, it’s not an impulse buy. And that’s before you add a cover. That said, it feels well made and like something you’ll keep, not replace in a year.

The wool is durable and naturally hard-wearing, which helps soften the sting of the upfront cost if you’re trying to move away from more disposable bedding. If you’re already spending money on better sleep, or you spend a lot of time reading or recovering in bed, it’s easier to justify.

After sleeping, the V shape isn't quite as sharp (I do move around a lot)

Final verdict: is this the right pillow for you? 

If you want a standard, no-fuss pillow, this probably isn’t it. But if you like to feel supported in bed, whether that’s for reading, scrolling, or actually getting comfortable enough to sleep, it makes a real difference.

It’s particularly good for anyone who’s always rearranging pillows to get comfortable, or propping themselves up with two or three at once. And if your body needs a bit more help during pregnancy, postnatal recovery, or with back, shoulder or hip discomfort, that wraparound shape supports places a normal pillow just doesn’t reach. Not in a rigid, clinical way, but in a softer, more forgiving one.

Downsides: it’s bulky, and if you prefer a very firm, structured feel, it might not be your thing.

But for side sleepers, bed readers, and anyone who likes that cocooned “held in place” feeling, it’s hard to give up once you’re used to it. 

About the author

Rebecca Roberts (aka Beccy) is our resident lifestyle expert with a practical focus on sleep, wellness and everyday comfort. She’s equally at home tackling frank, NSFW‑adjacent topics as she is road‑testing kitchen appliances, mattresses and vacuums that work for real parents. As a mum of two, she writes with the time‑poor, sleep‑deprived in mind - honest product reviews, realistic routines and products that make parents’ lives easier.

When she’s not at her desk, she’s probably product‑testing with her two helpers, corralling a PTA or walking her two dogs up and down country lanes.

About Mumsnet Reviews

All Mumsnet product reviews are written by real parents after weeks of research and testing. We work hard to provide honest and independent advice you can trust. Sometimes, we earn revenue through affiliate (click-to-buy) links in our articles. However, we never allow this to influence our coverage.

All prices are correct at time of publication.

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