Pregnant women are increasingly embracing styles that showcase their baby bumps, moving away from traditional maternity wear designed to conceal the changing body. This shift reflects broader cultural changes around body positivity and personal expression, particularly among younger generations.
Sarah Brown, a 36-year-old handbag designer and stylist, exemplifies this trend. At 22 weeks pregnant, she shared photos on social media featuring her exposed belly beneath cropped tops and carefully styled outfits, rejecting the notion that maternity clothing must hide her silhouette. Her mother’s suggestion to buy a maternity jumpsuit highlights the generational divide: while older norms favored concealment, younger pregnant women like Brown are choosing to highlight their pregnancy as part of their overall style.
Experts note that this openness stems in part from evolving attitudes toward body image. Laura McAndrews, an associate professor at Kent State University who studies fashion and Gen Z behavior, said the current generation embraces all stages of their bodies, influenced by body positivity movements. This marks a departure from previous decades, when pregnant women typically wore loose, boxy clothing to obscure their figures.
High-profile celebrities have contributed to normalizing the exposure of baby bumps in recent years. Beyoncé’s 2017 pregnancy photos, Rihanna’s revealing 2022 announcement, and Anne Hathaway’s recent crop-top ensemble have helped make visible maternity fashion a mainstream phenomenon. Michelle Zauner, a singer and author who performed at the Governors Ball music festival in June, cited Rihanna as inspiration for styling her own baby bump in a way that blends revealing elements with personal taste, rejecting traditional “giant muumuu sacks” often associated with maternity wear.
This trend also reflects a desire for continuity; many women want to maintain their pre-pregnancy aesthetic and wear familiar, fashionable pieces rather than switch entirely to maternity-specific clothes. Zauner described the styling challenge as part of her creative process, opting for non-maternity brands that accommodate her body’s changes.
Historically, maternity clothing was created to conceal pregnancy. A 1930 Vogue magazine article advised readers to camouflage the “pregnant figure” to avoid social stigma, reflecting the view that pregnancy was a private matter linked to sexual activity. Ariane Goldman, chief creative officer of Hatch, a maternity fashion company founded in 2011, contrasted this history with recent developments, noting a cultural shift toward celebrating pregnancy openly and powerfully.
Though many expectant mothers now embrace their changing bodies, maternity wear remains relevant for functional reasons. Goldman acknowledged that, despite the appeal of unconventional or borrowed clothing, practical needs often lead women to invest in some maternity garments designed for comfort and fit.
The evolving maternity fashion landscape has reached luxury and lifestyle brands as well. Dutch baby carrier brand Artipoppe, for example, prominently features images of pregnant women proudly displaying their bellies in various settings, signaling a broader acceptance and celebration of the pregnant form.
However, the visibility of baby bumps is not uniform across all social or political groups. Pregnant women within traditionally conservative circles, such as those affiliated with the Make America Great Again movement, tend to cover their bellies fully in public appearances. Elizabeth Weigle, a University of Georgia scholar who studies maternal imagery, suggested that baring the belly can be a form of cultural rebellion rather than an expression of mainstream values.
For many, including performers like Zauner, displaying the pregnant body is a statement of authenticity and empowerment. Zauner emphasized that embracing her pregnancy visibly allowed her to confront fears of losing her individual identity, ultimately reinforcing that motherhood does not require sacrificing personal ambitions and self-expression.