AM New York

Mommas, embrace your sexy belly
AM New York
July 11, 2005

Pregnant does not have to mean dowdy. In fact, maternity clothes can look an awful lot like non-maternity clothes.

“Fashion is responding to what women are clamoring for,” says Julia Beck, founder of Forty Weeks, a consulting firm that focuses on expectant and new moms. “there are more independent maternity designers than ever before.”

The reason? The influx of chic celebrity pregnancies (and no, we’re not talking about Britney Spears) and the widening age gap. “Women are pregnant in their early 20s to their late 40s,” she says, The range is much broader and so the demand is greater.

“There’s so much more selection and it’s so much easier to stay on-trend than 20 years ago,” says Rebecca Matthias, founder of Motherhood, Mimi Maternity and A Pea in the Pod. Look not further than 7 for all Mankind maternity jeans, and the high-end maternity boutiques popping up all over the country.

Strolling though her store, Daisy Baby and Mommies Too, in Bethesda, Md., triggers memories of mummus and housecoats for the older generation, says co-owner Andrea Paro, “now, there’s stuff that’s sexy and fun,” she says. “You can still feel sexy when pregnant.”