A behind-the-scenes look at the making of the H&M Maternity Fashion Look Book video and photo shoot. Includes short interviews with Tokyo Urban Baby’s Kate Neath, model Carmela Fleury, and photographer Noriko Saito. Also shows extra footage of the H&M MAMA line!

Message from Look Book Stylist Erin Neath! 

Stylist Erin Neath on her recent trip to Japan

Maternity wear has come along way from the days when our mothers sewed up a couple of mumu’s to last 10 months of pregnancy. Thanks to companies like H&M, we can now get great basics and current trend pieces that fit well and look great. Their new MAMA label has got all you’ll need to see you through this trying wardrobe time. The H&M MAMA line has the perfect mix of maternity must-haves. Basic tees and singlets in a variety of colours, along with a range of shorts, pants and – my favorite – denim. Grab a few styles of jeans to see you through your pregnancy and post birth. The MAMA label sits in with the women’s wear line, which means you can accessorise and add other pieces such as a jacket or a scarf to smarten your maternity look.

Thanks H&M!!