Maternity fashion choices are expanding just like the baby bellies they dress.
Schoena Strudwick is co-owner of Yo Mama Maternity in Edmonton.
Strudwick says that in the first trimester, many customers pick up Preggie Pop Drops containing citric acid that helps to curb nausea. BellaBands are also a popular purchase.
“That’s like a tube top for your tummy, so it basically holds up your pants,” Strudwick says. “You can leave them unbuttoned or all the way unzipped.”
For expectant working moms there are some basics that Strudwick says can be very versatile like skirts that can be worn with tights or leggings.
“If they tend to be more of a pant wearer than a dress wearer we try to get everyone into a basic black pant and then an alternate in navy, or gray, or some type of pinstripe.”
When it comes to purchasing clothing to accommodate a growing belly, Strudwick says expectant moms don’t have to break the bank.
“There are loads of different ways to buy a handful of basics and completely change it and mix and match and make tens of outfits,” she says. “We have an unreal little black dress by Seraphine that’s $80 that you can literally wear 100 different ways.”
U.K.-based Seraphine has been one of the boutique’s best-selling lines for the last few years, but when Princess Kate began wearing the brand during her pregnancy, Strudwick said the brand’s popularity exploded.
“Everything in their line is very fashionable and it’s going to be bang on with trends, but it’s also very great price points.”
One of the boutique’s biggest sellers is maternity denim, and Yo Mama’s shelves are stocked with both premium brands like Paige as well as choices on the lower end of the price scale. There are also a wide variety of fits with panels or without. Yo Mama is also the only store in Canada that carries Mavi maternity.
“From $85 to $285, we’ve got denim from one end to the other and everywhere in between,” say Strudwick. “Everything from a skinny to a straight to a boot, so there’s a little bit of everything in terms of style.”
Strudwick says what’s cool about what the denim companies are doing with maternity now is that much of the denim also works post-pregnancy.
“No one warns you about this lovely fourth trimester,” Strudwick says. “So with non-paneled denim, what’s cool about it is you don’t feel like you’re putting on a maternity pant.”
For many new moms, that fourth trimester also involves nursing and Strudwick says there has been a huge upswing in the demand for nursing apparel and accessories.
“Everything from a black tie gala dress that is nursing compatible and nursing friendly to everyday easy nursing tanks and T-shirts.”
Strudwick says they are excited to be launching their own brand of maternity T-shirts later this month called Dressed to the Ninth.
“It’s just going to be a simple, basic T-shirt line. Short sleeve, long sleeve, tank tops, and coming in at a price point everyone can afford.”
