You’re pregnant, you’re excited, and now you have to figure out what to wear and what you’ll need!

For a first-time mamma, if you’re anything like me (ahem, overly detailed and analytical) even a seemingly simple task like picking out some maternity clothes can feel overwhelming and unnecessarily time consuming; even more so when you’re in a foreign country.

When will I actually need new clothes? Do I want over or under the bump pants? Is maternity underwear actually necessary? How much should I budget for clothes that may only get worn for 9 months, maybe less? How will I know what size bras to get, if my size is supposed to get bigger, but I don’t know how big?? Where do I find maternity clothes in Italy, anyway?

If this is your first pregnancy and would like some ideas on how to select maternity clothes, I will soon have an article for you!

If you’ve already been pregnant but this is your first baby in Italy, then you probably already know what you want, you just need to know where to find it!

Below you’ll find some of my favorite maternity choices in Italy!

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shopping for maternity clothes in the time of covid: no tourists, no people

Where to Find Maternity Clothes

While this is primarily written with mamas in Italy at heart, many of these sites can be used by anyone in Europe, the US, or even beyond, since they are online sites with European or international shipping. Others are actually US based, but do offer international shipping. Maybe the most obvious is Amazon, which can be shopped in many countries, although their merchandise varies greatly from country to country.

These sites are listed roughly in order of ease of shopping and returning. While I try and indicate if shipping and returns are free, please check the site’s policy as it may have changed since this post was written.

H&M Italy
Yes, H&M has maternity wear! They have decent prices, although I’ve watched them go up since Covid, with inflation and H&M transitioning to more “sustainable” practices, but still definitely some of the lower priced items with decent quality.
I highly recommend their maternity underwear and nursing bras, very comfortable and bits of lace so they still feel feminine.
If you become a member you get free shipping for orders over €30 and free returns. Keep an eye out for sales which they have very frequently, the biggest sale usually being 30% off for Black Friday. The rest of the time they frequently have 15%, 20%, or 25% you can snag pretty easily. As a general rule, I don’t buy anything if it’s not on sale. The downside is their stock sells out very quickly, so if there is something you really really like, sometimes you just have to buy it, sale or not.
The H&M store in Florence by Ponte Vecchio does not carry maternity, intimates, or children’s clothing in store.
Zalando.it
Zalando is great. It’s like an Amazon, but for clothing and accessories. My shopping experience in Italy took an uptick for the better when I discovered Zalando, pregnant or not. For the most part, Italy has great in-person shopping, but stores’ online presence and shopping is minimal. When there was something I needed but just couldn’t find, or couldn't get out much (due to Covid restrictions, having a newborn, etc.), I could almost always find something on Zalando. It has a vast selection of clothes, many top brands, and a section just for expecting moms and even baby clothing.
They offer convenient shipping and returns, with most orders over €28.90 including free shipping. If your order is under or includes items coming from long distance, then shipping will be €4.95. Returns are free, simply take them to any PosteItaliane or even schedule a pick up at your house.
Amazon.it
Yes, Amazon, too! There is something about shopping for clothing on Amazon that I find very dissatisfying, but it’s always an option! I bought my first set of maternity underwear and nursing bras from Amazon. They were comfortable and definitely the least expensive option, but they didn’t last the longest, either. In short, if you have a limited budget like I did, they served their purpose well, but if you’re able, opt for higher quality if you can.
Free shipping on orders over €35, and free returns most of the time, too, per usual Amazon standard.
Seraphine
This is a site based in the UK, and shopped at by royalty, as you can see on their site. Could be fun, wearing something that Kate Middleton also wore! Ultimately I have never boughten anything from them, even though they have some pieces I really like, since there was a small shipping cost, plus customs, and I had no idea what their clothes would fit like.
Standard shipping to Italy is €4.95, plus potential customs fees, with free returns.
Envie de Fraise
This is a lovely French maternity brand that I bought my maternity dresses from.
Free shipping to Italy for orders over €60, it looks as though returns may be at expense of customer, but I’m not sure. I actually exchanged 2 dresses for different sizes, and at the time I remember the returns being free. It may have changed, though. Their site looks as though it’s transitioning over to “vertbaudet”.
Nothing Fits But
I only just discovered this South Korean based brand in the past year, but they have some of the absolute loveliest dresses out there, that can easily be worn before and after maternity as well as during and for nursing. They are pricier with most dresses costing over $100, but they are light, and quality made. Wait for their sales and it won’t make as big of a dent. When I bought my dress, I found the one I wanted on sale, plus a matching dress for my daughter and a nursing/maternity sweater, plus shipping since I didn’t spend enough, and the total was still under $100. I got a pretty good deal!
The US Amazon sells some Nothing Fits But dresses, although for a bit more money than the Nothing Fits But site. BUT Amazon offers free shipping and free returns, where Nothing Fits But does not until a much higher threshold. Reviews on their sizing was quite varied which left me uncertain what size I would like most, so I ended up ordering the two dresses I was eyeing from Amazon to figure out which size I was. At that point the same dress on Nothing Fits But went on sale, so I took advantage of Amazon’s generous return policy and returned both of the dresses, then bought the one I wanted on sale from Nothing Fits But.
Free worldwide shipping on orders over $200USD, returns at cost of customer.
Pink Blush Maternity
Pink Blush has a wide assortment of maternity wear, from cute dresses to comfy sweaters. I’ve never bought anything from them, although I was tempted in Italy, but again I didn’t want to deal with not being able to do returns or pay potential customs fees.
They have frequent sales, a generous 25% off your first order when you sign up for email, and a good Black Friday Sale.
International shipping varies by order total, starting at $10.99. Customer is responsible for any customs once they arrive in Italy or destination country.
HATCH Collection
If you have a more generous budget for maternity wear, check out HATCH. Their prices are beyond my budget, but I’ve heard and read good things about them, and they certainly have some nice looking pieces!
International shipping looks to be a flat rate of $50, customs to be paid by customer. International returns could be an option, they say to contact them for more info, but per any international return, it would probably be a good wait and costly.
Stowaway Collection
I came across this brand recently, a mother-daughter duo based in NYC. I haven’t ordered anything from them, but they have a lovely collection of very comfy, minimal looking dresses and pieces.
They can ship internationally to Italy, with DHL, pricing determined by DHL.
Bae the Label
Another brand with sharp looking maternity clothes, not always an easy feat! They are an Australian brand, so even if you’re in the States you’ll be paying for international shipping.
They offer free international shipping on orders over AUD$350, or a flat rate of $35 for anything less than that.

You may notice that this list is solidly online shopping. That’s because I never did find any maternity wear worth mentioning on this list in any stores around Florence. Of course, it also didn’t help that the peak time I was shopping for and needed maternity clothes was during the 2020 Covid lockdown. You could try La Rinascente in the center, off of Piazza della Repubblica, but their prices are usually higher since they stock a lot of designer brands.

If you know of any good “premaman” clothing stores around Florence, send me a message or leave a comment and I’d be happy to add it to this list!