Maternity Wear Style Guide:
the 10 Golden Rules

Rule #1 Don't be afraid of the dark

Darker shades like black, navy and charcoal are flattering. By sticking to one single colour from top to toe you'll look taller and leaner. But, having said that there's a time and a place for everything so don't be afraid to add colours to the mix, even if you go for colour blocks!

Rule #2 Cling On Tight

You might prefer to hide under XL but tighter clothes are actually most flattering, making you look slimmer and showing off your bump!

Rule #3 Best Bra

Getting the perfectly fitted bra is essential to your wellbeing and for clothes to look good on! So let our in store expert bra fitters help! No time? Check our section on bra fitting for some essential tips.

Rule #4 Asset Management

Draw the eye line in the right direction. By focusing attention on your assets, like your newly improved cleavage (!) other problem areas are left unseen!

Rule #5 Basic Instinct

Get a good collection of basics T-shirts. Go for pretty colors, interesting detailing or an empire waist that sits below the breasts but over the belly: both flattering and comfortable.

Rule #6 Be Yourself

Being pregnant doesn't mean you have to change your style. Adapt, but wear pieces you like or you'll look ill at ease.

Rule #7 Quality Street

Look for good quality fabric that won't shrink on its first visit time in the laundry. Avoid Dry Cleaning tags - Maternity-wear should be easy-care and affordable - in machine and hand-washable fabrics!

Rule #8 Work It Out

Exercising during your pregnancy can be tough, so make sure you have the right kit, from the underwear to the outerwear. Look and feel good while working out and you'll feel on top of the world!

Rule #9 Fabulous Fabrics

Don't shy away from fabulous fabrics. Prints can act as clever camouflage, so be daring and embrace your taste and your curves!

Rule #10 Creature Comforts

During pregnancy and nursing comfort is key. We've got fantastic loungewear that fits the pregnant body perfectly!