mommy bahama / product line

72andSunny wanted to challenge the misconception that maternity leave is like going on vacation.

Here are real examples of things non-parents say to expecting mothers: “Enjoy your time off, Susan!”, “I can’t wait to have a baby so I can take 6 weeks off work, too,” and ”You’re gonna have so much time to catch up on Netflix.”
Yes, really. Here is some proof from real moms, and here and here and here and here and here … and here.

To spark a conversation about the realities of new motherhood, we created a line of tropical maternity resort wear called Mommy Bahama. This collection included all the necessary “vacation gear”, like butt donuts, peri bottles, and c-section belts – items which were at first, mostly unheard of to me, but needless to say I’ve already called my mom to tell her “I am so so sorry.”

After getting the products made, we made some lookbook videos (shown below), a product website, and launched the collection on Mother’s Day. You can check it out at or read it about it on Adweek, AdAge, Scary Mommy, Trend Hunter, Quartz at Work, and Campaign.

Agency: 72andSunny NY
Creative Director: Tara Lawall
Other Creatives: Ross Wolinsky, Mary Dauterman, Frank Benavides
Director of Photography: Kristyna Archer