The idea of maternity clothes can leave you reeling with horror, and giving up wine and coffee is tough enough without having to compromise your sense of style. But regardless of what you may have heard, it’s not all shapeless smocks and jersey wrap-dresses out there. We’ve rounded up the best maternity shops London has to offer, and it’s a brave new world for woman and bump.
The mother of all maternal shops. This comforting hug of a superstore has been calming down panicked parents since 1961. It stocks designs by Mamalicoius, Envie De Fraises, Rhona Sutton and many other brands. Mothercare prides itself on its expert bra fitting service, which will keep your boobs in the best shape throughout pregnancy and breastfeeding – you can thank them later.
Okay, its designs are not strictly for pregnant women, but there’s no denying that the Swedish store’s penchant for a waistless dress and a coccoon coat is mighty tempting to the fashion-conscious carrier. They will see you through to labour day and after, all the while keeping you Scandi-cool.
This cool east London boutique stocks a fine range of end-of-line maternity wear; think of it as a mini TK Maxx for mums-to-be. Expect to find cut-price pieces by brands including Isabella Oliver, Noppies, Rock-a-Bye Rosie, Purpless and Heavenly Bump. The shop also hosts events for new mums and babies.
If you’re looking for a unique vintage piece to complement your new curves, head to Dalston for a dig around Beyond Retro, as this huge vintage warehouse space has clothes in all shapes and sizes. The ‘60s and ‘70s embraced a loose waistline, so make a beeline for beatnik shift dresses, pinafores and '70s smocks. Keep in mind your local dry cleaners will be able to knock a few inches off the hem or take up the sleeves for under a tenner if the fit isn’t quite right.
This Kensington flagship store is the ‘biggest maternity shop in Europe’ – sounds horrific, right? Just see it as a one-stop shop. If it’s good enough for Sienna, then it’s good enough for us. Seraphine prides itself on maternity clothes you’ll be able to wear after the birth and it even has an extensive bridal range for if you find yourself planning a bang-on-trend shotgun wedding.
JoJo Maman Bebe designs with a capsule collection in mind, making dressing with a baby bump as easy as possible. Think effortless wool capes and breton midi dresses. All pieces are designed at its HQ in the yummy-mummy mecca that is Battersea. It also offers a free bra fitting service and stock lingerie by brands such as Elle Macpherson Intimates and Bravado.
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