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Home / Be Sexy / Mothercare Is Trying To Promote ‘Sexy’ Post-Birth Lingerie For ‘Date Night’ And No, It Is Not Ok

Mothercare Is Trying To Promote ‘Sexy’ Post-Birth Lingerie For ‘Date Night’ And No, It Is Not Ok

Bump-shaming, mum-shaming, wading in on the breastfeeding vs. formula debate, pregnancy ‘Teatox’ on Instagram, headlines lowkey criticising post-baby celebrity bodies: when are we going to give pregnant women and new mothers a break?

Apparently not yet, because the latest ridiculous standard women are expected to worry about after giving birth (you know, along with sleepless nights, newborns and generally recovering) is looking ‘sexy’ for ‘date night’. Mothercare is the maternity retailer that has now come under fire for advertising ‘post birth’ lingerie in the form of corsets available in beige and black lace for £89.95, which one model in the images (who looks suspiciously like she hasn’t given birth at all) wears with stilettos and lacy underwear.

To all new mothers: I’m going to suggest that you take that £89.95 and spend it on a nice meal. First of all, you probably deserve it because we all know being a new parent is hard work, but secondly: the notion that a woman should have to shoehorn herself into a corset a few months after giving birth is outrageous.

The Belly Bandit Mother Tucker corset was originally advertised on the brand’s Twitter as ‘perfect for date night’ stating that the ‘sexy, slimming and smoothing’ garment ‘will have you dressed to compress this Valentine’s day’ despite not mentioning that no corset of any kind should be worn for six months after giving birth. The product has been advertised alongside other maternity lingerie such as belly bands. But there’s a glaring problem with this and that’s the insidious and frankly toxic messaging it’s projecting about post-birth bodies.

It goes without saying that whatever you want to do about your body in the months following birth is down to personal choice, every woman is different, every body is different and so are post-partum bodies (as we’ve seen, courtesy of Chrissy Teigen and Meghan Markle – who has also shown us the light when it comes to postpartum style). Understandably, women probably have a lot on their minds following the birth of a child without also putting their money into an industry capitalising on the back of unrealistic body standards and the insidious pressure to ‘ping back into shape’.

A spokesperson from Mothercare has since confirmed that it will be reviewing the wording and imagery of the product. Which doesn’t really seem to address the main bone of contention – should these products be being advertised to women at all? Speaking to The Times Jacqui Tomkins, the chairwoman of Independent Midwives UK, said ‘They are definitely not for date night. If you have it too tight [early post-partum] you could be causing damage. I’m very anxious for women who are getting the wrong message. It’s saying the most important thing is for you to be back in shape, looking like Kim Kardashian. That worries me.’

With Amber Rose coming under fire only last week for partnering with detox brand Flat Tummy Tea to ‘help us moms with those bloated, nauseous, blah feeling days!’ on Instagram (users were quick to point out that if you’re pregnant you should, you know – probably be a little bloated by default) – isn’t it high time these companies stopped exploiting insecurities to pressure pregnant women into buying products they don’t need? Paging ASA…

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Making a surprise appearance at the British Fashion Awards calls for a pretty spectacular outfit. Enter this timeless number, which has since set the bar high for one-shoulder gowns.

Meghan Markle Pregnancy Style – Grazia Slider

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Making a surprise appearance at the British Fashion Awards calls for a pretty spectacular outfit. Enter this timeless number, which has since set the bar high for one-shoulder gowns.

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Meghan visited Smart Works, which one of the four new patronages, wearing a simple maternity dress from Hatch. She paired this with a classic trench coat from Oscar de la Renta, and part-sheer printed heels by Gianvito Rossi. Understated yet elegant.

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Whilst attending a Royal Variety performance, Meghan dazzled in a sleek black skirt and monochrome top that featured a floral pattern. We love.

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During a visit to Brinsworth House (which is the Royal Variety Charity’s residential nursing and care home), Meghan stepped out wearing a clean white floral dress by brand Brock Collection. To beat the chill, she threw on a long grey coat Soia and Kyo, before completing her look with a classic nude clutch and heels.

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When visiting Birkenhead with her beau Prince Harry, Meghan wore a bright purple dress under this striking red coat by fashion brand Sentaler. Her statement red shoes were from Stuart Weitzman, and we’re pretty obsessed with them.

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Meghan wore a Roland Mouret sequin gown during a visit to watch a charity performance of Cirque du Soleil at Royal Albert Hall. Her sequined evening look was paired with black heels by Stuart Weitzman, and she donned a slicked back bun and bold lips.

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Drawing inspiration from her sister-in-law Kate Middleton, Meghan often to wear an affordable cream dress from HM during a visit to Mayhew, one of her royal patronages. She covered the dress with a smart Armani coat and heels. Chic.

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Burgundy is definitely the Duchess’ colour! This Club Monaco coat and her collared dress make for a match-made in heaven. And when paired with with black tights and chunky heeled boots, we have a winning winter outfit.

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For the final Armistice Day service at Westminster Abbey, Meghan wore an elegant navy skirt and boxed-style shoulder peplum top, complete with a headpiece and large poppy pin.

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Can we just take a moment for this custom Givenchy outfit? Created for her last royal engagement in New Zealand, Meghan married a classy navy sweater with a pleated maxi skirt which showcased different shades of blue.

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The Duchess has opted to wear navy on several occasions during her pregnancy, including the time she wore this Antonio Berardi dress with a pair of Aquazzura heels.

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Yes, Meghan Markle is often spotted wearing heels and princess-worthy gowns, but she’s also capable of rocking a more laid-back style with ease. Take this Karen Walker blazer, J.Crew skinny jeans, and practical rain boots as proof.

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In New Zealand, Meghan wore this gorgeous plaid trench by Karen Walker. She layered it over a black dress which was sold on ASOS, proving that designer and high-street go hand-in-hand.

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For her speech at the Invictus Games closing ceremony, Meghan donned a tailored, olive green dress by the designer Antonio Berardi. She completed her look with a poppy pin.

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Meghan accompanied Harry to watch the wheelchair basketball finals at Invictus Games, and donned a casual yet chic outfit. The Duchess proved that a simple pair of skinny jeans and a wrap top are in still very much in style.

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Meghan wowed the crowd at Australian Geographic Society Awards in this flowing Oscar de la Renta gown, which she styled with slingback heels.

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Have you ever seen a Veronica Beard Cary Dress and blue suede shoes look so chic together?

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What does one wear to dinner with the King and Queen of Tonga? Only a white gown by Theia, pumps by Aquazzura and earrings by Birks, of course!

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Whilst attended the unveiling of a statue in honour of a British-Fijan soldier, Meghan chose to wear Jason Wu green mid-length dress with pointed heels and an arm cuff.

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The Duchess’s eye-catching blue gown by Safiyaa, married with a pair of diamond drop earrings, is one of our favourite Meghan Markle outfits of all-time.

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White 3/4 sleeve dress + matching Stephen Jones fascinator _ straw clutch = Heaven in an outfit.

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We’re obsessed with this black Emilia Wickstead dress which features dainty buttons all the way down the middle. And it looks even better when paired with this Philip Treacy fascinator, don’t you think?

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A striped Martin Grant dress is the only plausible outfit to wear on the beach, right? We certainly think so.

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See, we told you that Meghan is a fan of the colour navy. Lots of her dress choices – like this two-toned number by Roksanda – feature varying shades of blue.

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Let’s face it: we can’t blame Meghan for her love affair with navy – she really does know how to pull the colour off, and it’s complementary against her dark hair colour.

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When we first saw Meghan wearing this forest green Brandon Maxwell dress, we fell hard in love, and in all honestly, we haven’t stopped thinking about it since.

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This classy white dress by Australian designer Karen Gee was the first item that Meghan was spotted in after the news of her pregnancy was confirmed.