7 Non-Maternity Brands That Pregnant Women Love to Wear

I may not be an expert in maternity style—I think that's just one of those things that come with personal experience—but what I do have a knack for is deciphering what people are wearing on Instagram. That's why today I feel qualified to share the below finds and photos with you, our dear (and possibly expecting) readers. These are the non-maternity brands I’ve seen that pregnant women love (both online and IRL), especially when it comes to their dresses.

One scroll through tagged-photo sections of the brands on Instagram, and you’ll know what I mean, but since that can be a tedious task, feel free to simply enjoy the research I’ve already done for you. From It brands to unexpected ones and an option at every price point, just keep scrolling to see, read about, and shop seven non-maternity brands that seem to fit perfectly, whether or not you have a baby bump.


Dôen’s breezy and beautiful dresses are so popular among both pregnant and non-pregnant women it’s actually the brand that inspired this story. Our editor Judith Jones was a huge fan of this bump-friendly brand and even wore one of its pieces to her own baby shower.

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Like Dôen, LoveShackFancy’s tagged-photo section on Instagram is rife with stylish pregnant women, and we can see why. Its dresses are flowy, comfortable, and classic, so you can wear them long after pregnancy, too.

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Who What Wear

Call us biased, but we totally get why all women, pregnant or not, flock to Target for our Who What Wear collection dresses. They’re trendy, affordable, and come in a range of sizes. In other words, they’re for everyone.

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Faithfull the Brand

It's hard to scroll through your Instagram feed without seeing something from Faithfull's summer collection these days, and pregnant influencers are no exception. Many of its easy-to-wear pieces are smocked (aka stretchy), while others are flowy, so either way, you're covered.

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Thought a baby bump could stop #mangogirls from posting pics of themselves in Mango? Think again. Through It Instagrammers, including Pernille Teisbaek, Pandora Sykes, and Diletta Bonaiuti, the brand has proven that even its non-maternity pieces are pregnancy style–worthy.

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If fashion girls in general can’t resist a Ganni dress, it only makes sense that those who are pregnant can’t resist them either. Luckily, they offer a range of styles that seem to work wonders with a baby bump.

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Wolford, which in the past was mostly known for its hosiery, has had huge success with its figure-flattering and curve-hugging dresses thanks in part to Kim Kardashian West’s obsession with them. Now, I think every pregnant woman I know has this strapless dress—and they love wearing it to weddings because it stretches with your growing belly (aka it always fits), and it’s like a simple, blank canvas for any accessories you may be in the mood for.

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Up next? The sunglasses that are in and out this summer, according to Instagram.


Since starting as an intern back in 2013, Nicole Akhtarzad Eshaghpour has held several roles here at Who What Wear, and she is currently Editor-at-Large. It was a less expected route, seeing as she was graduating from business school at USC when this all began, but it has turned out to be the best one for her. Fast-forward to 2020, and she's moved to NYC from her hometown of Beverly Hills and spends her workdays a little differently from when she was an intern starting out. Currently, she focuses on a weekly mélange of shopping content. As far as her personal style goes, she's largely drawn to classic pieces and neutral basics but will always make an exception for something colorful, printed, or bejeweled as long as it's deemed worthy enough. After all, the only thing she loves more than a good party is dressing up for one. On weekdays, she can usually be found at home eating something delicious for dinner and trying to force her husband to watch 90 Day Fiancé.