Ever since Demi Moore revealed all on the front page of Vanity Fair when she was 8 months pregnant, a bump has become something to flaunt.
And now that the stretchy lycra number has overtaken the sensible smock as maternity wear of choice, even high street favourites like Marks & Spencer have been forced to drop their maternity lines.
So have we seen the end of maternity wear? And if so-will any one miss it? Jenni talks to pregnant author Wendy Holden and to the editor of Pregnancy Magazine.
The BBC is not responsible for the content of external websites.