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Mash Mama: Maternity Wear Made Trendy

Gone are the days of wearing your husband's clothes and everything oversized you've ever owned just to stretch over your bump. Launching with a super-stylish event at Amuse this 8th June, Mash Mama's Heba El-Masry explains the importance of being trendy whatever trimester you're in...

Once upon a time, pregnancy was equated with maternity fashion that was largely comprised of muumuus and oversized souvenir-style t-shirts paired with leggings. But once upon a time, pregnant women were also relegated to their bedchambers until they called for the village midwife to come with some warm vapours and help birth the young lass. Those times are all long gone. Nowadays your baby bump is practically an accessory in and of itself, and pregnancy and style are not considered two mutually exclusive things. Mothers-to-be are rocking such fashionable attire they’re putting us non-pregnant folk to shame. But it’s not always easy to find stylish maternity clothing in Egypt. In come Mash Mama Shop, the city’s newest online boutique that caters to women who want to continue kicking some style butt while they’ve got a bun in the oven.

Founded by a trio of friends, Heba El Masry, Masha Shobokshi, and Hania Moussa, the women, two of whom are mothers, found a gap in the Egyptian market. “There was a common problem of no fashionable maternity wear in Egypt,” El Masry explains. “My pregnant friends were all miserable! So we came up with this collective idea to launch the boutique.” The boutique is not focused on simply dressing mothers; but rather, on giving them a stylish, current on-trend selection of clothing to choose from. “We want mothers to be fashionable. All our clothes are trendy – you don’t have to sacrifice style while you’re pregnant.” Mash Mama’s products are all imported from major brands in the maternity field, and work for women from their first trimester all the way until their baby is a year old. “Your body changes throughout your pregnancy and the clothes will stretch with you,” El Masry explains.


Plus, the boutique is all about making your life easier. So you know how when you step into a dressing room, you’re not quite sure what size you are; you get a few options and a few colours? They do that – in your home. “We wanted to provide the comfort of shopping from your own home, so what we’ll do is send over options; the different sizes and colours of the piece so you can try it on and select your choice at home. So you don’t feel stuck with your order.” Uhhh, we’re not pregnant so can the rest of the online retailers in this country get on board with this brilliant idea please?

Anyway, tomorrow on Monday the 8th of June, the chic boutique will be throwing a glam night for pregnant moms at Amuse concept store in Zamalek. You can browse through their uber-stylish collection, meet with other fashionable mummies-to-be in the city and get some baby-bump styling tips from two of the top style bloggers in Egypt. “We teamed up with two major bloggers, Sara Taha and Noha El Sherbeeni, and they’re going to be there tomorrow sharing their fashion tips on how to dress while you’re pregnant, and helping style women,” El Masry tells us.


Plus they’ve got Flow Wellness Center goodie bags with some seriously good loot in there (we shan’t tell you what; it’s a surprise) and they’re even giving guests a free on-the-spot photo-shoot with click wizard Abu Samra!  “Loads of women want to have memories of their pregnancy so this is a nice chance for them to have a professional shot of them while pregnant!”

If you’ve got a baby on the way – or already in a stroller – Mash Mama Store are going to be your fashionable lifesavers!

You can check out their Facebook page here, their site here, or follow them on Instagram @mashmamashop.


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