Expect the Best

With Gap, H&M and top designers getting into the act, moms-to-be have new sources of hip, quality clothes

Glow Girl, a hip boutique in Mill Valley, Calif., gives prospective customers clear visual clues as to the nature of its business: the mannequins in the window have protruding bellies, and painted on the glass is the word MATERNITY underneath a silhouette of a woman with a bump. But that doesn't stop some unsuspecting--and not-expecting--women from entering Angela Mavridis' year-old store, lured by familiar brand-name fashion and accessories.

"When you come in, you see Seven Jeans, Chaiken jeans, Earl Jeans, which are all names you know if you're not pregnant," says Mavridis. "Girls grab the clothes, get into the dressing room...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!