During my first pregnancy eight years ago, I relied on fast-fashion purchases to accommodate my bump, and I saved some of it for my second pregnancy, even though it already felt dated or tacky four years later. With baby number two brewing during lockdown, I had nothing to dress up for, so I had no inspiration to invest in anything anyway. But the third time around was different. Being older—and, I hope, wiser—I craved chicer maternity clothes that weren’t disposable. Knowing how quickly the few months go by once you really “see” yourself, I could only justify investing in essential pieces that would last post-bump (more on that later). The rest I decided to rent—which turned out to be quite a revelation.
Maternity wear rental explained
In recent years, the rental market has boomed as many of us become more comfortable with the idea of renting clothes – while still wanting the thrill of wearing something new. Many websites are now big business, targeting not only the general public but also specific customers – including pregnant or breastfeeding women.
While many fashion rental sites have created dedicated maternity wear sections (think Hurr’s The Bump Edit), there are also a few comparable platforms that specialise in this niche, including For The Creators (FTC) – the UK’s first resale, rental and retail platform for mums.
FTC is the baby of Lyndsay Mason, who – frustrated by the lack of collections that suited her personal style after becoming a mother – launched the circular service in 2020. The site rounds up up-and-coming outfits from brands she already loved (from Palm Noosa to Albaray) as well as those designed specifically for mothers (like Bump & Milk and Isabella Oliver), and offers options for dressing throughout all four trimesters, precisely tailored to the size of your bump or post-birth needs – whether you’ve had a c-section or are just trying out breastfeeding.
How rent and membership work
FTC’s service is straightforward: when you create an account, you can choose a monthly plan (starting at £60, with the first month free) – which can be upgraded or downgraded at any time – or You can opt for a one-off rental (from £30) with no membership required.
For the latter, there’s an event edition where you can borrow items for four or ten days, while members can browse the members’ collection of thousands of styles, for all stages of maternity and categorised by specific trimesters or needs. Once selected, items are delivered within one to two working days and can be kept for as long as you like. If you fancy swapping, you can order a Royal Mail collection through your account and send it back in the same parcel you received the items in – before or after you’ve chosen something new.
As a mom myself (of boys who know no boundaries when it comes to food), I was worried that my borrowed items would get dirty. But since FTC is run by moms, I needn’t have worried: Should you dirty an item, you can either wash it or return it as is—their B Corp cleaning process removes odors and germs, I was assured.
Maternity clothes I rented – and what I learned from them
As a fan of breezy clothing, I used up my roomiest non-maternity pieces and wore them on and off for the first five months of this pregnancy (think Daily Sleeper’s “Atlanta” and Damson Madder’s “Pia” 4-in-1 maxis). Instinctively, I gravitated toward similar styles when renting, but different dresses in fresh prints and color palettes instantly gave me new life—something I didn’t expect about my style choices during pregnancy.
I’ve fallen in love with several belly-friendly items from independent and well-known brands, like Palm Noosa’s Noddy Dress, Albaray’s Animal Strappy Maxi Dress, and Whistles’ Blossom Tulips Bardot Dress, Anna Dress, and Gloria Linen Blend Dress. Each of these pieces reminded me that A-line cuts work just as well for a flattering, belly-friendly fit as they do for my non-pregnant body.
But I’ve also discovered some specialist maternity brands that are totally comfortable and practical (and meet my standards of chic). Hatch’s Marley Knit Dress stretched beautifully without bagging, and I could have lived in Bump & Milk’s comfortable yet elegant Sienna and Leila nursing dresses – both have hidden zips under the breasts for easy access, although I don’t need them. I’ll be taking another look at these after giving birth – and I’m tempted to buy directly from the brand after trying and testing their styles.
However, this experience has made me more conscious consumer and made me rethink buying trending items after spotting them on my feeds from influencers. I was reminded that shopping at crucial times in life can lead to impulse purchases that are often regretted or aren’t good for the planet or your wallet.
Refreshing my wardrobe by renting clothes made me feel more like myself in that moment—not like an awkward version of my old self or like someone in a wardrobe crisis (which I admittedly was at times).
I recommend investing in maternity wear instead of renting
What I did Invest in to keep. This experience also helped me learn the concept of brands whose fits adjust to you whether you’re pregnant or growing/shrinking for any reason.
Beyond Nine is the perfect example of thoughtful, comfortable clothing that adapts to a woman’s changing body. I have the practical “Rowan” jeans and the cheerful “Winnie” striped linen dress in blush – both can be worn with, without and after birth, with fabrics and cuts that won’t aggravate C-scars or hinder breastfeeding, for example.
I also bought two timeless dresses from Align, “forever and ever”: the “Gabriella” in denim and corduroy. With a zip from the collar to the waist, the model is also ideal for breastfeeding and the boxy fit suits everyone.
Finally, I’ve found that Hunza G is living up to its one-size-fits-all approach to swimwear this summer; its signature crinkle fabric is specifically designed to stretch and conform to the body as it changes. The ‘Jean’ bikini, which I discovered via FTC’s retail section, proved to be more comfortable – and just as flattering – than any swimwear I’ve owned before.
