Let me be real with you for a second: maternity clothes shopping is one of those things nobody really prepares you for. You go online, find something cute, pay full price — and then discover it fits perfectly for approximately eight weeks before your belly decides it's not done growing. I've been there (twice), and I've heard the exact same story from hundreds of clients over the years.
After photographing over 700 pregnant mamas here in Calgary, I've learned what's worth the splurge, what you can borrow, and what you genuinely don't need to buy at all.
The short version: buy the minimum, borrow the rest, and let your maternity photographer worry about the dress.
What You Actually Need (and What You Don't)
Before you think about maternity session outfits, let's talk real life. The wardrobe gap between "nothing fits anymore" and "I want to feel human again" is real — and you don't have to spend a fortune to fill it.
Worth investing in:
- 2–3 pairs of maternity jeans or leggings (you'll wear them constantly)
- A handful of stretchy tops that can grow with you
- One elevated piece for events, showers, or date nights
- Comfortable maternity bras and underwear — buy in small batches since your size changes fast
That's genuinely it. Everything else is optional. Seriously.
The Best Places to Shop for Maternity Clothes in Canada
Canada has solid options — you don't need to import everything from the US and pay duty.
Baby & Me Maternity has two Calgary locations — Willow Park Village in the SE and near Shaganappi in the NW — plus an online store. Great for well-made everyday staples.
Seven Women Maternity (sevenwomen.ca) has a more elevated range, including formal and bridal maternity options.
Knocked Consignment is one of my top recommendations for budget-conscious mamas. Gently used maternity clothing at a fraction of the retail price.
Ella Bella Maternity (ellabella.ca) is an online-first Canadian retailer that ships from Calgary. Great range of trendy, photogenic styles.
For basics and budget:
- H&M Maternity — online, ships across Canada, genuinely affordable
- ASOS Maternity — wide range, Canadian shipping
- Seraphine — ships to Canada, beautiful if you want one truly special piece
Smart Shopping Rules for Canadian Mamas
Buy closer to when you'll actually wear it. Your bump grows fast. Shop in small batches, not one big haul.
Alberta advantage: no provincial sales tax. You're paying 5% GST versus 13–15% in Ontario or BC.
Ask around before buying. Most mamas who've already had their babies have boxes of maternity clothes they're delighted to loan out.
What You Do NOT Need to Buy for Your Maternity Session
Here's the part I genuinely love telling my clients: you don't need to buy a single thing for your photos.
My studio at 231 Yorkville Road SW has a curated wardrobe collection of flowing gowns, draped wraps, and styled pieces in colours I've personally selected because I know they photograph beautifully on real bodies at every stage of pregnancy.
FAQ
When should I start buying maternity clothes?
Most mamas start needing maternity bottoms around 12–16 weeks. Buy gradually — don't stock up all at once.
Can I just size up in regular clothes?
For tops, yes. For pants and jeans, maternity cuts with belly panels are significantly more comfortable.
Do I need to bring clothes for my maternity session?
Only if you have something personal you'd like to include. My studio wardrobe covers everything else.
Thinking about booking your maternity session? Check my availability or message me on WhatsApp (+1 431-294-0182).
Fernanda Bautzer is a maternity and newborn photographer based in Calgary with 15 years of experience. Studio: 231 Yorkville Road SW.