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ShopLocalSD: Modish Maternity

Modish Maternity owner
Tammy Layson.
Photo by Rebekah Sager

When Demi Moore appeared naked on the cover of Vanity Fair in August 1991, women promptly (and explosively) emerged from their ill-fitting pregnancy wardrobes. Attitudes radically changed and pregnant became the new black. Smart clothing designers capitalized.

Modish Maternity owner Tammy Layson has brought chic and fashionable style to women in their time of need with her charming maternity boutique in La Jolla.

With prices ranging from $50-130, Modish offers fashion-forward clothing lines from well-known designers like Michael Stars, to up-and-coming Momzee and Glamourmom.

Momzee has been making an impact in the world of high-end maternity wear since its’ inception in 2000.

Glamourmom has become famous for it’s tank tops, sleepwear and bathing suits, all designed with a patented built-in nursing bra.

Layson is also launching her own maternity line called 369, translating to the three trimesters of pregnancy. It will be the only one of it’s kind--designed and manufactured in San Diego.

Maternity apparel and accessories are big business. From trendy diaper bags to trendy dresses, and nursing outfits--even crazy sexy maternity lingerie. Companies like Hotmilk Lingerie and Babies in Bellies are outfitting pregnant women in sleepwear and fetching nursing bras and panties.

Chic and trendy for stylish moms-to-be.
Photo by Rebekah Sager

There is an array of “must haves” for the modern pregnant women. Like the Belly Bandit, a fabric and elastic band designed to lighten the load of baby weight; much like a jock strap for the belly.

Once baby arrives, if mom decides to nurse, then a nursing bra is essential. Also essential is something that discreetly hides boobs from the ogling public--in comes Hooter Hiders, hip graphic and paisley print nursing covers for women who want something a lot more cool than a terry cloth towel to hide the tatas.

It may have taken some time, but fashion has finally caught up and pregnant women are not looking back. If you have any doubts check out Heidi Klum on Project Runway--un-believably good looking to begin with (and seemingly constantly pregnant), but certainly as stylish as any woman could hope for.

The average woman gains between 30-40 pounds in the nine long months of gestation. Add to that swollen feet, a bloated face, and a sometimes difficult hormonal temperament, and the very last thing women want to think about is trying to find clothes that fit well and look great.

“Just because you’re pregnant doesn’t mean you have to stop being you. If you look good, then you feel good,” says Layson.

Maternity clothes are so cute today; even customers who aren’t pregnant shop at Modish.

Women want to feel attractive from inception to birth and beyond. There’s been a revolution among the expecting set, and bad style and limited options have fallen away with shoulder pads and Juicy Couture sweat suits. Now there’s something for every stage of the process.

Details »
  • City: La Jolla
  • Phone: 858-551-1800
  • Name: Modish Maternity
  • Address: 1000 Torrey Pines Road