Still, babies had to be born — thus, moms had to grow. Here’s a look back at some of the way old-fashioned maternity wear from way back when could help camouflage a woman’s “condition.”
Maternity wear from the 1930s
Her baby is due in June [from a magazine published in late February 1939], yet she looks stylishly slim in this gown.
Maternity style book – free (1940 & 1941)
Lane Bryant Maternity clothes enable you to dress stylishly during all stages of maternity — and after baby comes as well.
Designed to conceal condition and to provide for expansion. Latest styles in dresses and corsets.
Vintage ’40s lingerie for pregnancy
Maternity supports: Scientific control for comfort. Helps improve posture, disguises figure. Supports effectively… will also help relieve strain, backache.
So you’re going to have a baby? (1946)
You’d never guess they’re maternity dresses… styled in bright, young fashions you’ll want to wear after baby comes, too…
Cleverly hidden adjustable figures are designed to fit your ever-changing are designed to fit your ever-changing figure measurements…
Maternity style book (1950)
“For the expectant MOTHER and her BABY.” — Lane Bryant maternity clothes help conceal your condition and keep you smart through pregnancy.
Adjust easily to your changing figure… Send coupon now for your copy of this free style book, mailed to you in a plain wrapper.
Maternity camouflage: Pregnancy fashion in the early ’50s
Early ’50s pregnancy style (1952)
Flannel jumper with red taffeta lining can be worn belted (right) or loose. Model Peggy Wilcox (left) was photographed two weeks before her baby was due.