# Faux Maternity Leave Fashions Mommy Bahama Reminds the Public That Maternity Leave is No Vacation By Ell Smith | Published 2018-05-21 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/mommy-bahama References: [creativity-online](http://creativity-online.com/work/72andsunny-mommy-bahamabundle-of-joy-collection/54513) & [mommybahama](https://www.mommybahama.com) In an effort to combat the negative perceptions of maternity leave, the advertising agency 72andSunny created a fake clothing company called Mommy Bahama. The entire campaign was designed to emphasize that maternity leave is hard work, not just a vacation. The agency approached this message through designing a line of [vacation-esque clothes and accessories](https://www.trendhunter.com/trends/maternity-postpartum-line) that feature built-in functions that all new moms are familiar with, like breast pumps, mesh underwear and C section belts. In a statement, 72andSunny New York Creative Director, Tara Lawall said that, "as a culture we are oddly quiet about the realities of maternity leave and there is a lot of pressure to have the most amazing time. Our hope through 'Mommy Bahama' is that this crazy idea sparks conversation about maternity leave that can help [new moms feel supported](https://www.trendhunter.com/trends/the-b-is-for-bobbie) and seen." ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 83% | Activity: 98% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### Why This Trend Is Growing - **Reimagined Maternity Fashion:** Opportunity for fashion brands to create innovative and functional clothing items that cater to the needs of new moms during maternity leave. - **Maternity Leave Awareness:** Opportunity for advertising agencies to develop campaigns that highlight the challenges and realities of maternity leave, sparking conversations and support for new moms. - **Breaking Stereotypes:** Opportunity for brands to challenge traditional perceptions of maternity leave and redefine it as a time of hard work and adjustment, rather than a vacation. ### Industries Being Reshaped - **Fashion Industry:** Fashion brands can tap into the market of maternity leave fashion by creating stylish and functional clothes designed specifically for new moms. - **Advertising Industry:** Advertising agencies can develop campaigns that raise awareness about the challenges of maternity leave, promoting support and understanding for new moms. - **Parenting Industry:** Brands in the parenting industry can create products and services that cater to the needs of new moms during their maternity leave, providing support and assistance. ## Related on Trend Hunter - [Stigma-Breaking Motherhood Billboards](https://www.trendhunter.com/trends/molly-baz1.md) - [Humorous Mother's Day Campaigns](https://www.trendhunter.com/trends/gift-glow-up-shop.md) - [Elevated Maternity Collections](https://www.trendhunter.com/trends/seraphine-1.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Post-Partum Meal QSR Campaigns](https://www.trendhunter.com/trends/bundles-of-joy.md) - [Empowering Postpartum Campaigns](https://www.trendhunter.com/trends/onerealpressure.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Menstrual Leave Campaigns](https://www.trendhunter.com/trends/menstrual-hygiene-day.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md)