The History and Redefining of Maternity Fashion
The History and Redefining of Maternity Fashion
By Sophie Amen — February 3, 2025
While modern maternity fashion is designed for the comfort and style of a woman's changing body; this has not always been the case.
Article cover image from Dupe Photos.
Historically perceived as taboo and socially unacceptable, evolving cultural attitudes towards pregnancy and women's bodies have reflected the shift from concealing pregnancy to celebrating it.
Tracing back to ancient times, maternity fashion has always reflected some degree of flexibility and comfort for women. Loose-fitting garments such as togas, robes, or tunics allowed for ease. In the Middle Ages, pregnant women continued wearing loose-fitting clothing. Bulkier clothing styles tended to "hide" pregnancy, reflecting the social views and norms of keeping women's bodies concealed.
Fast-forwarding to the early 20th century, maternity clothing began to emerge. The rise of ready-to-wear and more accessible clothing meant that dresses and skirts with adjustable waistlines were produced on a larger scale. While the emphasis remained on modesty and concealment, maternity clothing was certainly expanding. The post-World War II "baby boom" brought about significant changes, not only in the style but in the attitudes surrounding self-expression during pregnancy.
Fashion designers began to pick up on the new-found celebration of pregnancy, bringing more options to the market through catalogs and department stores. Similarly, during this time magazines and advertisements began showing pregnant women in a positive light, encouraging expectant mothers to wear what they wish and feel good about themselves during pregnancy.
The feminist movement of the 1960s greatly challenged traditional norms. Pregnancy was no longer seen as something to hide or feel ashamed of, but now something to openly and proudly express. The 2000s saw an even greater diversification in maternity fashion. "Embracing the bump" was normalized, with the maternity fashion industry offering a wide array of everyday clothing for expectant mothers.
Today, under the influence of celebrities such as Rihanna, Hailey Bieber, Sofia Richie Grainge, and Margot Robbie, maternity fashion has been revolutionized. Rihanna showcased bold and glamorous maternity outfits during her two pregnancies, communicating that femininity and style do not have to take a backseat to motherhood. Whether it is bold body-hugging dresses or comfortable athleisure, there is no denying that maternity fashion has become chicer. There is now more emphasis on the bump as well as the wearer's personal style. It is as if the label "maternity clothes" does not apply anymore. It is now simply a matter of finding pieces that the wearer feels comfortable and confident in.
What began as restrictive and modest clothing has transformed into a revolutionized view of maternity, bringing about new visions of family life where women no longer conceal their style and personality during pregnancy. Through maternity fashion, women can now celebrate motherhood in a way that enhances rather than diminishes their sense of femininity. Instead of being reduced to the role of a caretaker, women can continue to express their unique styles, ambitions, and fashion choices, as pregnancy today certainly does not hinder expression.
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