People are accusing a fashion brand of making models wear pillows under their maternity clothes to look pregnant

BoohooTwitter users questioned why the brand seemingly did not hire pregnant models.
  • Several Twitter users are accusing online fashion retailer Boohoo of having its models wear pillows underneath maternity clothing to appear pregnant.
  • Some shoppers have questioned why Boohoo seemingly hasn’t hired pregnant models to advertise its maternity fashion.
  • Others expressed frustration with maternity brands in general, saying that this is a common problem throughout the industry.
  • INSIDER reviewed the brand’s website, and while it’s not clear if all maternity models wore pillows, at least one advertisement appears to show a model wearing sheer clothing with a fake baby bump underneath.
  • Representatives for Boohoo did not immediately reply to INSIDER’s request for comment.

The online clothing and accessories retailer Boohoo has found itself in the middle of a controversy.

On Twitter, people have alleged that the brand’s maternity clothes are not actually modelled by pregnant women. Many believe that Boohoo models are pictured wearing pillows underneath maternity clothes to appear pregnant.

The claims were made on Twitter aftershoppers discovered photos of models who they say appear to have square-shaped stomachs rather than what they deem to be more realistic-looking baby bumps.

Boohoo clothesBoohooTwitter users claimed that the models’ stomachs were shaped like squares.

On Twitter, shoppers argued that the brand did not seemingly hire pregnant models – and should have

While some were angry with Boohoo for seemingly choosing not to hire pregnant models, others called out the fashion industry as a whole.^tfw

Boohoo has not yet publicly commented on the accusations

While Boohoo has not yet issued a statement regarding the claims, the brand’s customer service team did respond to one shopper’s tweet about the issue.

When a shopper asked if Boohoo was “too cheap to buy or even rent a pregnancy-belly from a theatrical costume shop,” a brand representative asked the customer to send a direct message to Boohoo’s account.

Read more:
This up-and-coming startup is redefining maternity wear with stylish clothing women can wear before, during, and after pregnancy

It’s not clear if all Boohoo maternity models wore pillows or baby-bump attachments during photo shoots

A model for Boohoo who has previously been photographed in the brand’s maternity advertisements does not appear to have posted pregnancy-related photos on her Instagram page, as pointed out by DesignTaxi.

INSIDER reviewed photos of maternity clothing on the brand’s website, and while it’s not clear if all models are wearing fake baby bumps, at least one photo of a model wearing a sheer black dress does appear to show her wearing some type of attachment on her stomach.

Boohoo did not immediately reply to INSIDER’s request for comment.


INSIDER’s homepage

for more.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.