If you are a new mom, expecting, or even just thinking about having a baby, you probably already know all those maternity-wear campaigns featuring incredibly slim models, with glowing skin, tight arms and impossibly toned thighs, looking nowhere near of being pregnant. They probably made you think “how on Earth are these pregnant ladies looking this hot, and… perfect?”, but the truth is, every woman’s body is different and more often than not, online campaigns are just an illusion. Maternity-wear brand, STORQ, decided to do things differently and feature actual pregnant women in their latest campaign, flaunting more realistic-looking postpartum bodies, as well as a wider range of size offerings- now from 2 up to 22, with sizes 24 and 26 coming September, and letting loose on the Photoshop touch ups here and there.
In the new campaign, a group of new and expectant mothers present us all the ways in which we can wear the new, ultra-comfy Storq leggings, dresses and bras, while proudly showcasing their motherly bodies. The images are just so beautiful and real, that it makes the clothes almost regular by the sight at these mammas’ glow and joy.
“As a direct to consumer brand catering to pregnant women and parents, we want to take pregnant women seriously as fashion consumers, but also to offer a more honest and thoughtful portrayal of pregnancy and motherhood that women can relate to,” Storq co-founder Courtney Klein tells us about the new initiative and campaign. “To that end, we cast a group of twelve women that are all in different stages of motherhood—some pregnant, some nursing, and postpartum.”
“Our message is inclusive, regardless of how or when you found us, we want to be a welcoming point of entry for everyone on this journey,” says Klein. “It’s hard enough bringing kids into this world, we want to make looking and feeling good something anyone can achieve.”
Take a look at some of our favourite shots from the new campaign, and check out their entire collection over at Storq.
Find more on Storq.
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