ASOS use fake bumps on maternity wear models - and lots of women don't like it

ASOS admitted that its maternity wear models wear fake bumps [Photo: ASOS]

Earlier this month, parenting blogger Louise Pentland noticed something strange about ASOS’ maternity wear models.

They appeared to be wearing fake bumps, proving that they weren’t in fact real pregnant women after all.

Questioning the online retailer on Twitter, Louise wrote: “Dear @ASOS, why do you use models with weird fake bumps instead of pregnant models? I’m sure some are pregnant but a lot are fake :(.”

ASOS soon replied, saying “Model welfare is important to us. We don’t want pregnant models on their feet all day so we use a prosthetic maternity bump.”

ASOS said they didn’t want to put pregnant women under unnecessary stress [Photo: ASOS]

Satisfied with the answer, Louise said: “That makes sense.”

But a lot of other women disagreed.

“That’s not giving an accurate image of what your clothing will look like on an actual pregnant woman though,” said one woman.

“But plenty of pregnant women are on their feet all day – sounds like a bit of a bulls**t answer to me,” wrote another.

They do have a point. Just because a woman is pregnant doesn’t mean she’s incapable of work.

It’s hard enough for pregnant women to be taken seriously in the workplace let alone being rejected from jobs specifically made for them because someone has decided they might get a little tired.

In a survey into maternity discrimination in the UK, around one in five mothers said they had experienced negative comments about their pregnancy by colleagues and employers with around 54,000 pregnant women being forced to leave their jobs.

Note to all employers: let a pregnant woman decide whether or not she wants to do a job. She has her own mind and doesn’t need yours. 

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