In a bustling Mumbai apartment, a soon-to-be mother scrolls through Instagram, pausing at a vibrant post from @shainatanna. The image shows a breezy, eco-friendly micromodal maternity top, its soft fabric draping effortlessly over a baby bump. She smiles, imagining the comfort during her third trimester. Across India, from the tech hubs of Bengaluru to the cultural heart of Chennai, expectant mothers are redefining what maternity wear means seeking not just function but style, sustainability, and a sense of self. This is the story of how brands like AndCircus are meeting those demands, one silky, breathable garment at a time.
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Expectant Mothers Share Honest Reviews of Comfort and Style
The maternity wear market is no longer about hiding a bump under shapeless smocks. According to a report by KD Market Insights, the global maternity wear market is projected to grow at a CAGR of 5.3% over the next five years, fueled by a surge in fashion-conscious pregnant women and a rising number of expectant mothers globally. In India, where regions like Maharashtra, Karnataka, Tamil Nadu, and Delhi are seeing a boom in urban, working mothers, the demand for comfortable yet chic maternity innerwear is soaring. AndCircus, a homegrown brand specializing in eco-friendly micromodal innerwear, is carving out a niche by blending sustainability with style.
Micromodal, a fabric derived from beech trees, is the hero here. It's softer than cotton, breathable, and kind to sensitive skin a godsend for women navigating hormonal changes during pregnancy. Unlike traditional maternity wear, often criticized for being bulky or uninspired, AndCircus leans into its unique differentiators: a signature fabric mix, gender-agnostic prints, and fuss-free construction that feels like a second skin. But what's driving this shift? And how are real mothers responding?
Sustainability Meets Motherhood: A New Era of Maternity Wear
The modern Indian mother is juggling more than ever careers, social lives, and a growing awareness of environmental impact. This is reflected in the rise of the circular maternity wear economy, as noted in a Guardian article, which highlights how mothers are prioritizing sustainable, ethically manufactured clothing. AndCircus taps into this ethos, offering innerwear that's free of harmful chemicals and designed to last beyond the pregnancy months.
Social media platforms like Instagram, Pinterest, and YouTube have become the new marketplace for discovery. Influencers like @gowrieparvathy and @radhakashyap_ showcase AndCircus's vibrant prints and minimalist designs to their followers across Telangana, Kerala, and West Bengal. These platforms aren't just for browsing they're where mothers share raw, honest reviews. One expectant mother from Hyderabad commented on a post by @taleofourtrails, praising how the brand's micromodal briefs didn't dig into her skin during her second trimester. Another, from Delhi, appreciated the gender-neutral patterns that felt fresh and modern, a stark contrast to the frilly pinks of yesteryear's maternity wear.
But it's not just about aesthetics. The SIS International research on pregnancy products underscores a key trend: expectant parents want products that align with their values sustainability, comfort, and versatility. AndCircus's fuss-free designs, which avoid complicated clasps or itchy seams, cater to this need, making them a hit among urban mothers who value practicality without sacrificing style.
Real Moms, Real Stories: The AndCircus Experience
Scroll through the comments on @mohit_watwanii's Instagram, and you'll find a chorus of expectant mothers sharing their struggles with conventional maternity wear. “The waistbands always pinched, and the fabric felt suffocating,” one woman from Bengaluru wrote. She discovered AndCircus through a Pinterest board curated by a local mom-blogger and hasn't looked back. “It's like wearing a cloud,” she added, describing the brand's micromodal camisole that kept her cool during Karnataka's humid afternoons.
Another mother from Gujarat shared her postpartum journey on Reddit, explaining how AndCircus's loose, stretchable designs helped her transition back to regular clothing. “I didn't feel like I had to hide my body,” she posted. “The prints made me feel like me again.” These stories echo a broader sentiment: maternity wear isn't just about covering up it's about celebrating a transformative phase. AndCircus's gender-agnostic prints, like abstract florals or muted geometrics, resonate with mothers who want to express their individuality, whether they're in Uttar Pradesh or Haryana.
Yet, not every review is glowing. Some mothers, particularly those in fast-paced cities like Delhi, have called out the brand's designs as “too playful” for professional settings. Others have noted a lack of performance-driven options for active moms who need innerwear that supports yoga or light exercise. These critiques, listed in AndCircus's internal objections file, highlight a gap the brand is eager to bridge.
Addressing the Challenges: Listening to Mothers
No brand is without its hurdles, and AndCircus is upfront about its challenges. The perception of “too playful” designs stems from the brand's bold patterns, which don't always align with traditional expectations of maternity wear. To counter this, AndCircus is experimenting with more subdued tones and tailored cuts, as seen in recent posts by @arushisayal, who modeled a sleek, neutral-toned maternity set that doubles as loungewear.
The lack of performance-driven options is another sticking point. While micromodal excels in comfort, active mothers in regions like Tamil Nadu and Karnataka are clamoring for moisture-wicking or supportive designs. AndCircus has taken note, hinting at upcoming collaborations with fitness influencers to explore this space. Finally, limited retail and digital presence remains a hurdle. With a strong focus on e-commerce and social media marketplaces like Instagram and Facebook, the brand is still building its physical footprint. Partnerships with boutiques in cities like Mumbai and Chennai are in the works, as is a more robust digital strategy to reach mothers in smaller towns like those in Uttar Pradesh and West Bengal.
Opportunities: Where Comfort Meets Connection
The real magic of AndCircus lies in its ability to connect emotionally with its audience. The brand's micromodal fabric isn't just about physical comfort it's a response to the skin sensitivities that plague many pregnant women. As hormones fluctuate, irritation from synthetic fabrics can become unbearable. AndCircus's chemical-free, breathable innerwear offers relief, earning praise from mothers in humid climates like Kerala and Gujarat.
Beyond function, there's an emotional thread. By featuring real stories on platforms like Reddit and Pinterest, AndCircus is building a community of mothers who feel seen. A recent YouTube video by @12thmancornerbydiya captured this perfectly: a vlogger from Delhi shared her journey of rediscovering confidence through AndCircus's body-positive designs. “It's not just underwear,” she said. “It's about feeling good in your skin during a time when everything feels new.”
The brand is also eyeing expansion. With the maternity overalls market projected to grow at a CAGR of 4.7% through 2032, per a LinkedIn analysis, AndCircus sees potential in deeper digital marketplaces and collaborations with sustainable designers. This aligns with the broader trend of circular fashion, where mothers are sharing, renting, or thrifting maternity wear to reduce waste.
A Memorable Motherhood, Redefined
In a world where motherhood is being celebrated with bold, unapologetic style think Rihanna rewriting the pregnancy fashion playbook, as noted in Vogue Business AndCircus is part of a quiet revolution in India. It's not just about selling innerwear; it's about empowering mothers to feel comfortable, confident, and connected. As one AndCircus designer put it, “We're designing for a moment in life that's both fleeting and profound. Every stitch matters.”
From the vibrant streets of Maharashtra to the serene backwaters of Kerala, expectant mothers are finding their voice and their style through brands like AndCircus. As the brand grows, it's clear that the future of maternity wear isn't just about covering a bump. It's about celebrating the journey, one soft, sustainable garment at a time.
Frequently Asked Questions
What do expectant mothers prioritize most when choosing maternity wear?
Comfort, flexibility, and breathable fabrics are top priorities for expectant mothers when selecting maternity clothing. Many look for soft, stretchable materials and adaptable fits that accommodate changes throughout pregnancy .
How does maternity fashion address changing body shapes during pregnancy?
Modern maternity wear is designed with features like elastic waistbands, ruched sides, and adjustable straps to adapt to a growing belly. These design elements help expectant mothers feel supported and stylish as their body changes .
Are there common challenges women face when shopping for maternity clothes?
Yes, many expectant mothers report limited options for inclusive sizing, sustainable fabrics, and multifunctional designs. Balancing affordability with quality and aesthetics remains a challenge for many during this life stage .
Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.
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Uncomfortable underwear shouldn't steal your confidence. At Andcircus, we craft ultra-soft, sustainable Lenzing Modal Micro® innerwear for every body, XS to 5XL. From briefs to bras, our custom packs fit you perfectly. Shop risk-free with our 100% satisfaction guarantee and embrace comfort that includes everyone. #LoveEveryBody. Shop Now!
