Women spend about £700 on clothes during pregnancy

The study, of 500 mums who had a baby in the past five years, also found that during their most recent pregnancy, an average of three items of clothing were secondhand, either from a charity shop or peer. And expectant mothers buy 21 new items of clothing, including two pairs of jeans, three pieces of underwear and one dress for special occasions during pregnancy, splashing out almost £700.

Geoff van Sonsbeeck, CEO of maternity brand Isabella Oliver said: “It’s time for significant change in our industry.

“We believe in producing less but at a higher quality so that the clothes can be worn pregnancy after pregnancy, so the impact to the environment is vastly minimised.

“The goal of our industry-first Pre-Loved programme is to decrease the levels of maternity wear production and radically reduce the maternity fashion waste going to landfill each year.”

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