Remember when Zara quietly launched its Special Prices page on to the site, back in April? There was no fanfare, no public-service announcement, just a hidden section that popped up overnight, stocking classic pieces (like everyday sweaters, smart coats and stylish bucket bags) at discounted prices. Now, they’ve done it again, only this time with a maternity range. “Shopping for maternity clothes doesn’t need to be hard. From workwear essentials to comfortable stretch pieces to the latest trend hits, our new online collection of maternity wear has options to offer for all women,” says the Zara site.
Launched in mid-September, the new Mum section falls under Corner Shops – another of Zara’s little-known, recently birthed landing pages (found on its drop-down menu), which “aims to provide an edited selection of the latest and most prominent collections for the online shopper”, according to the brand. In the Mum section, you’ll find dedicated maternity items like this ribbed dress, these comfortable overalls and these straight-leg jeans, all labelled with the tag Maternity Mood (which you can type straight into the search bar for ease). But for increased options, the brand has also added in items from the full Zara collection that would work during pregnancy, from cosy cable-knit cardigans to printed midi dresses and sturdy boots.
The pieces have been photographed on expectant mums (including model Arizona Muse) with a range of differently sized bumps. From teensy to about to pop, Zara has something for all. As you would expect, designs tap into the current fashion mood – there’s animal print, alpine knits, velvet and sequins. With plenty hitting below the £50 mark, the collection fills a gap in the market for stylish maternity wear that doesn’t cost the earth.
HERE’S WHAT TO BUY