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Indeed, gone are the days when nursing bras are confined to the traditional clinical white and conventional skin tone colors. They have evolved as with other lingerie products. They now come in bold colors, trendy prints, and sometimes over the top fashionable styles. Some sells them with matching thongs and some even go as far as embellishing with rhinestones. What gives? Is it due to easier access to multimedia advertising, social media prodding or simple fashion dictate? Or has the woman psyche really changed that even motherhood is no longer considered a well respected respite from wearing sexy and glamorous lingerie. There is a growing trend glamorizing maternity wear and things that go with it, nursing bras for one. Companies sprung focusing on this niche market and they appear to be doing good business. They have created lines that combined the work purpose, glam, and allure of intimacy. Provocative advertising promotes its use as a tool to rekindle sexual intimacy in a couple despite demands of having a baby and sleep deprived nights. Even the companies that produce the conventional designs that shout busy being a mom are put on the challenge to modernize to a certain extent. However, they veer away from the sexual intimacy ad campaign, nothing to do with what happens under the sheets, as one wrote. Rather they focus on the theme of empowering women to feel more confident about their body as the physical change comes along with motherhood. Modern versions include the hands free pump bra that accommodate gadgets to pump milk while simultaneously doing something else. These are available in two layers, one for pumping and the other for breastfeeding. Others include packets to accommodate disposable breast pads, heated cups, and etc. The advent of modern fabrics like lycra, spandex, microfiber, elastane, modal, and etc. Also paved a way for newer design structure for nursing bras such as tanks, bustier, one piece camisole, seamless, and pull over sport bra, among others. Undercover Mama is a nursing bras. (http://undercovermama.com)
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