Abstract
The purpose of this study is to explore the influence of fast fashion in maternity apparel and to examine the wardrobe endeavours of women trying to dress fashionably during pregnancy. Maternity clothing trends have evolved to mirror fast fashion as a result of recent focus on pregnant celebrities in popular culture who are inspiring women to stylishly dress their baby bump. Conclusions were drawn from an online survey from 240 respondents which asked women to reflect on experiences with maternity apparel. Findings indicate that while consumers favoured wearing dresses, leggings, longer lengths and yoga pants, there was a strong desire for comfortable clothing options that did not look like maternity wear and could still be worn in a variety of settings including post-partum. These results suggest that pregnant women often navigate a compromise between a need for comfort and aspirations of style.
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