As more and more celebs rave about the joys of motherhood, the garment industry wastes no time in taking the cue and goes all out to pander to the fashion needs of the soon-to-be mums. Welcome to the age of yummy mummy—the fashion conscious, gen-next mother who would not miss out on a chance of dressing well, inspite of an altered girth.

As a result, exclusive stores and labels specially launched for pregnant women now dot the shopping malls and arcades of every city in India, including Bangalore. Isis, a store at Forum Mall, boasts of an impressive collection of chic yet comfortable clothes for the mothers-to-be. Chola Apparels on Lady Curzon Road also sells stylish clothes for pregnant women.

Compare the sweatpants and oversized shirts or coveralls of the past to pencil skirts boasting of wide and elastic waists, stretch denims, skirts and peasant tops made in cotton voile and crepe, or designer kurtis in super-cool cotton and linen fabrics. Revolution caters to the bulging demands of the mums-to-be. Some outlets of United Colors of Benetton also stock their special maternity line, developed internationally.

Tuning in to the would-be-mother’s psyche, UK based Mothercare has launched its brand in Shopper’s Stop. Apart from trendy western wear, other items of need, from breast pumps to baby products, are also available. For a breezier rustic experience, the mums-to-be can check out ethnic earthy prints in kaftans, cotton pants and skirts at Fabindia.

With a hormonal avalanche causing unwanted and not-so-desirable body changes, if anyone needs to look and feel pretty, it’s the pregnant woman. And the designer wear now available in the market just serves to that end.