Maternity clothing brand Beyond Nine has won fans from pregnant and non-pregnant women alike for its comfortable jumpsuits that fit throughout various body phases – whether that’s pregnancy or after-lunch bloating. Made by a mum, it’s striking the right chord with British women.

The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.

Reebok has released a collection of activewear that is designed to flex and fit the rapidly changing pregnant body. With pregnant women and new mums feeling overlooked by the fitness industry, Reebok addresses calls for gymwear that meets the demands of the modern mother-to-be.

Across social media platforms, French women are using the hashtag #monpostpartum to share stories about childbirth and their recovering bodies. As the body positivity movement gains traction in France, how can brands step in to support women and to normalise the physical changes a baby brings?