Millennial moms with a “strong sense of personal style” are setting a new standard in maternity wear, and niche retailers are thriving as a result.

Millennial moms with a “strong sense of personal style” are setting a new standard in maternity wear, and niche retailers are thriving as a result. Gone are the days of moms-to-be becoming “fashion martyrs” during pregnancy and settling for “cheap and unfashionable” pieces. First time moms are older than ever—according to CDC the average age of first birth climbed from 24.9 in 2000 to 26.3 in 2014—and they have the means to buy high-quality clothing to fit their style. One of the fastest growing maternity brands, Rosie Pope, offers clothing on-trend with “what’s on the runway,” and retailers like ASOS and Topshop have had success branching into cool maternity styles. (Fast Company)