Latest research reveals overwhelming maternity swapping trend amongst new mums

Award-winning British maternity brand, Tiffany Rose has found through OnePoll research into the shift in attitudes in the UK towards recycling maternity wear.

Given the debate and concern regarding responsible living surrounding the fashion industry – Tiffany
Rose, the leading UK exporter of maternity dresses for special occasions, commissioned research by
OnePoll this month into attitudes towards recycling maternity dresses amongst pregnant mums.

The trend for recycling has been embraced by the British Royals – The Duchess of Cambridge, who is well known for recycling her maternity wear during her pregnancies and most recently The Duchess of Sussex on her recent tour of South Africa where she recycled two of her favourite maternity looks. In Sweden, Princess Madeline of Sweden wore Tiffany Rose maternity dresses across two of her pregnancies and also lent one to her sister Crown Princess Victoria of Sweden when she was pregnant.

The shift in UK attitudes towards recycling has been confirmed by the OnePoll research that reveals an
overwhelming majority of UK mums surveyed, 80%, believe that recycling maternity clothes was an act of ‘responsible living’.

Research from the ‘Tiffany Rose OnePoll survey’ includes the following key results: 73% of mums surveyed said they’d recycled or re-worn their maternity dress for a special event at least 2 or more times in the last year 70% of mums said that they had swapped clothes with a friend or family member in the past 12 months. Younger mums, aged 25 to 34, swapped maternity dresses with friends and family more frequently in the past year than any other age group – with 50% having swapped their maternity clothing between 2 to 4 times.

Regionally, there was also a significant difference in behaviour between London mums and the rest of the UK. London mothers, on average, were 1.4 times more likely than any other UK region surveyed to have re-worn their maternity dresses for a special event or party in the past year. Amongst the mums surveyed, Tiffany Rose found that 35-40 year old women were also 65% more likely to re-wear their maternity dress for a special event or party, than all other age groups surveyed.

Tiffany London, Founder of Tiffany Rose:

“The research conducted by OnePoll illustrates that women have already created a thriving culture of sharing and recycling maternity wear. To complete the sustainable journey, we want to help women to make responsible choices when purchasing maternity wear, much as they would for any other part of their wardrobe. Investing in maternity wear which has sustainable credentials from the get go, which can be shared or evolve to be worn as part of an everyday wardrobe would complete this piece of the recycling circle.”

The specially commissioned OnePoll research shows that the recycling of maternity wear in the UK is a significant area of fashion where women can make a sustainable impact by buying and sharing quality maternity wear.