Creativity

Mommy Bahama's maternity leave resort collection brings a tropical touch to pumping and healing

72andSunny creatives satirize the idea of maternity leave vacation

By Ann-Christine Diaz. Published on May 10, 2018

Editor's Pick

Just in time for Mother's Day, 72andSunny has debuted a collection of resort wear for the newest of mamas. The Mommy Bahama line is tailored specifically for those enjoying their so-called "maternity leave vacation."

The tropical-printed mesh undies, butt donuts, bras, c-section belts and peri bottles presumably will help sleep-deprived moms imagine they're soaking up the rays on a lounge chair and drinking mai-tais as they listen to the whirr-whizzing of their breast pumps and sit very still in the hopes of letting their lower halves heal and not waking their colicky babies.

"As a culture we are oddly quiet about the realities of maternity leave and there is a lot of pressure to have the most amazing time," said 72andSunny New York Creative Director and working mom Tara Lawall in a statement. "Our hope through 'Mommy Bahama' is that this crazy idea sparks conversation about maternity leave that can help new moms feel supported and seen."

Ahhh, the mom life!

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Credits

Date
May 10, 2018
Agency:
72andSunny New York
Client:
72andSunny

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