
Detail, ad for an H & W maternity corset, Delineator, March 1912. Are they kidding??? No.
Traditionally, fashion rarely made allowances for pregnancy.

Delineator article, April 1912, p. 341.
“New models … have the effect of the uncorseted figure”? Well, not exactly….

Ad for American Lady Corsets, Delineator, March 1912.
That American Lady corset ad above (showing the corset which is under her dress) shows the fashionable figure for 1912 — obviously not a good year to be pregnant if you were a slave to fashion.

Ad for an H & W maternity corset, Delineator, March 1912.
“Gives a trim and stylish figure — without the slightest endangerment to the well-being of either the mother or the child…. Particularly desirable in convalescence or after surgery.”– H&W maternity corset ad, 1912.
My grandmother, born in 1875, was still wearing a long corset like that fashionable “American Lady” when I shared her bedroom in 1950. It was true that women who had grown up wearing corsets did not have well-developed “core” strength — and they certainly couldn’t do sit-ups in one of those corsets! So, they did experience backaches if they tried to go without the support they were used to.
Even when pregnant, they thought they needed a corset. And maybe they did…. I’ve never been pregnant, so reader comments are welcome. You can still buy a stretchy support garment — does it help that aching back?
Lane Bryant (actually, the woman behind the stores was Lena Bryant) was an early — but not the only — company catering to pregnant women in the 1910s.

An ad from Berthe May, January 1914. Delineator. “Allows one to dress as usual and preserve a normal appearance.”

Ad from Lane Bryant, Delineator, April 1914. Lane Bryant specialized in clothing that allowed for an expanding waist.

This 1917 Lane Bryant ad from Ladies’ Home Journal emphasizes that the dress could also be worn after pregnancy. It was “so adapted as to successfully conceal condition.”
There was still a suggestion that pregnancy ought to be concealed — imperceptible — as long as possible.

Lane Bryant maternity corset ad, Delineator, February 1917. “Makes the change imperceptible.”

Maternity corset from the Ferris Waist Co., May 1910. Ferris specialized in corsets made without very much boning — they used more flexible cording instead.

Ad from May, 1914, featuring a maternity corset.

Ferris maternity corset from 1920. Delineator March 1920.
This H & W maternity corset from 1920 promised a “stylish appearance” and “safety for the little one.”

This H & W maternity corset from 1920 shows a more realistic image than the H & W corset from 1912:

H & W maternity corset ad, 1912.
In 1924, you could buy a Butterick pattern and make your own maternity belt / abdominal supporter.

Butterick pattern 5342 for a maternity belt. Delineator, July 1924.
In 1927, Vogue magazine was recommending these:

A bust binder brassiere and maternity corsets shown in Vogue, Oct. 1927.
The Sears, Roebuck catalog for 1930 showed several maternity corsets — in keeping with 1920’s styles — and, yes, a supportive “breast binder.”

A maternity corset and a maternity girdle from Sears, Spring 1930.

Elastic maternity/nursing breast binder and “accouchement band” for post-delivery abdominal support. From Sears, Spring 1930.
They were still around in 1938:

Sears, Roebuck catalog, Fall 1938. Cotton knit binders for breasts and abdomen.

Maternity corsets from Sears, Fall 1938.
In a 1935 article called “Heir Apparent,” Vogue explained the choices in maternity undergarments; by then, corsets were only recommended for women who “habitually” wore girdles or who had weak abdominal muscles.

Advice from Vogue magazine, November 1935.

Maternity corsets from Sears, Spring 1940.
Corsets for abdominal support were also sold for women whose jobs required heavy work — “war work” for many women in factories and munitions plants.

In 1945, Sears was still selling posture supports for women working in “house, farm, or factory.” Sears catalog, Spring 1945. But these are not maternity belts.

Support belts for working women. Sears, Spring 1945.
I didn’t find many maternity corsets in Sears catalogs after 1945 — but perhaps I didn’t look hard enough. Or perhaps in the Post-War baby boom, women no longer felt they had to hide their condition from public view.

Simplicity 4979, 1954. No mention of maternity use on this pattern.

Simplicity 2562, maternity tops from 1958.

Simplicity maternity tops from 1958.

McCall’s 4936, maternity tops, skirt, pants and shorts, 1959.
Quite a change from this “maternity skirt” from 1907:

Maternity skirt ad, 1907.