With a baby on the way, a woman's body shape changes.

But how to stay fashionable? Kate Monahan reports.

"When pregnant women come in and say they want to hide their baby bump, I say `no, no, no'," says Joanna Ward.

"Being pregnant is for such a short time in your life, and there is no point hiding it."

Ward, mother of seven-month-old Samantha, runs the newly opened franchise for Egg, selling maternity wear in Hamilton.

"While I was pregnant with my daughter I couldn't find anything to wear," says Ward, 29.

Originally from Huntington Beach, California, Ward came to New Zealand while a university student, met husband Gavin, and moved to Hamilton permanently in 1998 after completing an earth science and anthropology degree.

Her story echoes that of founder Charlotte Devereux, who struggled to find clothes while pregnant, and launched Egg in Auckland in 2001 with mother Colyn Devereux-Kaye. The franchise now has stores throughout New Zealand and Australia, and two in the Philippines.

"Make the most of being pregnant," says Ward. "You don't have to make do. No baggy jeans or husband's old t-shirts."

She has tips for pregnant women, to look fashionable and feel comfortable as their bodies grow.

* Get a really good pair of denim jeans with stretch fabric at the waist - comfortable and trendy (their Real Denim jean won best jean at the Pregnancy & Birth awards in Australia this year). Like many of the store's clothes, you can wear them after pregnancy too.

* Get pants or skirts with a comfortable band. "When your belly is big, you don't want anything cutting into it, it feels wrong," says Ward. She recommends a yoga-style, fold-over band, which can be pulled up over the bump, or rolled over in the early stages of pregnancy or later on.

* Stretchy side panels, or adjustable sections on pants and skirts, are also smart ways of having fashions grow with your tummy.

* Stretchy fabric is great, growing with you. You want to look for something that feels good on your skin, is comfortable, and can be worn later. Tops that cover the belly probably feel better, so go for length in the body.

Here are a few more tips, from the Waikato Times:

* A few black items, with accessories and colourful add-ons (belt, cardy, tee) can help extend your wardrobe.

* Try an oversized top with a belt below the tummy.

* Think layers -- get a few long tees to wear under old tops that fit.

* Also check out shops like Glassons and Supre, where you can get clothes a size bigger, and it doesn't have to cost a lot.

* Empire-cut dresses and tops are fashionable and feminine, and skim nicely over tummies, while enhancing the bustline. You can continue wearing these after you've had a baby.

* Flat comfortable shoes are just what you need when you are walking for two. Funky ballet shoes and jandals, or pretty sandals, will get you through.

* You can get special maternity undies and stockings, so don't squeeze into stuff if you don't have to.

* Cross-over tops or cardigans can be adjusted and tied to fit.

* Feel good about your changing body - celebrate with colourful clothes, and accessories.