Pregnancy Chic: A co-creative approach for maternity fashion
Maternity clothing trends have mirrored fast fashion where clothing is generally worn for a short time and discarded after pregnancy. In the past two decades there has been emerging exposure of pregnancy in the media transforming maternity fashion from concealing the baby bump to displaying it as a fashion accessory (Fox, Heffernan & Nicolson, 2009). As more women currently work longer into their pregnancies (Gao & Livingston, 2015), there is a need for maternity apparel that is comfortable, stylish and suitable for a variety of occasions. The purpose of this study is to explore design opportunities suitable for the maternity market through applications of a co-creative design process. This study helps to fill a gap in the maternity market by using a design process that includes a large qualitative survey from reflections of recent mothers, market analysis of existing options and a collective Facebook group for feedback of design ideas.