Fashion retailers have come under fire for using models with prosthetic bumps in maternity wear adverts, sparking a debate about pregnancy discrimination and unrealistic body standards. Critics argue that the practice puts undue pressure on expectant mothers to conform to a certain appearance, while some in the industry defend it as a practical necessity.
The controversy was reignited after Love Island contestant Arabella Chi was spotted modelling maternity clothing with a fake bump on the Asos website. Asos defended the use of prosthetics, stating they make it 'easier for customers to compare fit' and that they do not want pregnant models to be on their feet all day. Boohoo faced similar accusations in January.
Model Sylvia Flote told the BBC she was shocked to discover the common practice after informing her agency of her pregnancy. 'I couldn't believe all these girls in the images are not actually pregnant,' she said. Flote, who is pregnant with her first child, described the images as 'totally unrealistic' and called for disclaimers to reveal whether a model is pregnant.
However, some retailers are bucking the trend. Next and Zara both have policies of using pregnant models for their maternity ranges. A Next spokesperson said, 'We feel it is important to show the fit of our maternity wear on a pregnant model with a real bump.' Marks and Spencer also confirmed it always uses pregnant models to ensure customers can accurately understand how products will fit.
Campaigners like Louise Boyce, a model of 23 years who is currently pregnant, are pushing for honesty in maternity advertising. She told the BBC, 'It's ridiculous that pregnant models can't get work as a pregnant model.' Joeli Brearley of Pregnant Then Screwed has joined Boyce's #PushItOut campaign, highlighting the impact of unrealistic images on expectant mothers' mental health.
