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Pregnant cause
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Want to make a style statement even as you are struggling with the centre of gravity gone haywire? Here's help
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TWO-IN-ONE Maa'ternity's accent is both on style and comfort
What's the worst nightmare during pregnancy? Morning sickness of the first trimester, swollen feet, constantly gnawing hunger, the pain of having to rush to the loo every half an hour in later pregnancy, finding no comfortable posture to sit or sleep... Every woman who has gone through it will have her own pick of the lot.
But there are some, we learn, for whom the most difficult part of pregnancy is the business of "making a fashion statement" even in this acutely figure-challenged condition. It's to help this special category that Sanjay and Shammi Choraria have come up with a special line of clothing, significantly named Maa'ternity. The designer couple say about the travails of a pregnant woman: "Even though they have that special glow and added beauty about them, they still have the mirror giving up some of the their physical features away. And it is here at such times they crave to look as shapely as before, which if of course, wishful thinking... " (sic)
The story of Maa'ternity begins on a personal note, when Shammi came upon a "life transforming event" — in common parlance, got pregnant — and being a working woman and a fashion designer to boot, had to look for clothes which were both comfortable and stylish to carry her through the nine months. The couple went from shop to shop and found nothing suitable. "That's when we realised why women end up wearing loose nighties or plus-sized clothes during pregnancy," says Sanjay. So, the couple, who till then designed clothes mostly for men (for the likes of even former Mr. India Raghu Mukherjee), decided to come up with their own line for pregnant women.
They chose fabric that's light and easy to maintain and designed them in such a way that nothing was too tight or uncomfortable. "We took care especially to make the clothes comfortable around the waist," says Sanjay. "Even our pyjamas have no drawstrings or elastic. They are, instead, suspended from the shoulders." Besides salwars, the Maa'ternity line also has pinafores and partywear.
At a recent fashion show to mark the launch of the line — "for the girls in a pregnant woman" — Sanjay went around with a mike talking to specially invited pregnant women who cribbed and complained about how they could never find clothes comfortable and well made. "Exactly, mam," beamed Sanjay, and went on to explain how they had designed their line in such a way that the same clothes could be worn from the fourth month onwards till the completion of the term, by cleverly using adjustable buttons and pleats.
And then came a bevy of "pregnant-looking" models in clothes that were indeed a riot of colours. A very pregnant Shammi was all over the place in one of her own designs — a bright blue salwar with huge floral prints. Lest you missed the point of it all, the models held and caressed their tummies fondly through all the sashaying up and down and flashed maternal smiles every now and then.
The Maa'ternity line will soon be available in various outlets in the city. For details, call Shammi and Sanjay Choraria on 25586787 or 25096787.
BAGESHREE S.
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