As attitudes towards pregnancy change, women are ditching bland, shapeless smocks in favour of more fashion-forward apparel. In reaction, some brands are breathing life into the maternity aisle, showing that just because you're pregnant, it doesn’t mean you can’t make a style statement.

Mums in advertising aren't often noted for their diversity. The archetypal ‘mother’ figure tends to obliterate any sense of the millions of individuals that make up such a massive demographic. To tackle this, Mumsnet attempted to segment them, coming up with 66 different mum 'types'.

Between dirty nappies, sleepless nights and screaming kids, being a parent is tough. This is a time when having a good support network is key, but 82% of mums find it difficult to make friends. Enter Hello Mamas, a social networking platform that connects mothers in a bid to form friendships.

Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?