Maternity fashion and the importance of representing pregnant women in fashion

Throughout the last century maternity fashion has changed drastically; from the early years of concealing bumps and the maintenance of the ‘feminine’ silhouette in the early 1900s, to the embracing of changing bodies in the 1950s, it is clear that maternity fashion is an ever-changing outlet for innovative style and comfort. Today, maternity fashion seems to largely focus on personal style, differing from person to person.

Historically, the brand Lane Bryant changed the game, creating the first maternity gown and the first ready to wear maternity clothes from 1904. As the decades passed, experimentations with two pieces began to take hold as many women rejected the outdated style of the previous years. Celebrity culture began to influence everyday lives, with Princess Diana posing as a major role model for many pregnant women throughout the 1980s. Progressing into the 1990s and 2000s, pregnancy became a trend, heralded particularly by Demi Moore, who famously posed naked and pregnant on the cover of Vanity Fair. After this, pregnant women showed off their growing bumps, donning low-rise jeans and sheer dresses alike, disabling the taboo feel surrounding pregnancy.

With so much fashion choice for those expecting now, many brands have become inclusive, providing options to women of all shapes and sizes. Maternity fashion has opted to create extended sizing and styles to cater to plus-size women and those with larger bumps, particularly as they inevitably expand throughout their pregnancy. With the demand for maternity clothing at an all time high, many brands have turned to sustainable and ethical practices in order to create their clothing; the pandemic, too, had an impact, with many women reaching for comfortable and casual styles that can be worn at home. 

In recent years, pregnancy fashion has come back into the light once again, as celebrities such as Rihanna have taken to turning maternity fashion on its head. As she took to the Super Bowl stage earlier this year, Rihanna announced her second pregnancy in a full red JW Anderson fit. Oftentimes she has chosen to have her full bump on display, through the likes of wearing crop tops paired with low-rise bottoms, something that has culturally set her place as a fashion pioneer in stone. Many have taken to social media to praise the fashionista, claiming that she makes pregnancy look so easy and effortless, something that many have claimed could become dangerous as they aspire to be like the Barbadian mother.

The expecting mother has also taken to monetising her influence, extending her Savage X Fenty line in order to cater for pregnant women, providing comfortable and stretchy alternatives to the usual lingerie that she offers. She is known for her bold and daring choices and this does not stop at her clothing lines, as she opts for bright and striking pieces to be worn, often influenced by traditional African textiles and patterns. She has challenged traditional ideas about what maternity fashion is, adding her stamp to the growing stylish and inclusive options for those who are pregnant.