Shopping For Maternity Clothes in Japan

Whether this is your first pregnancy or you’re adding to your growing family, every mama-to-be deserves to feel glowing during this magical time.

So, you’ve just found out you’re pregnant while living in Japan. Congratulations! You’re now part of one of the best maternity care systems in the world. Still, it comes with cultural expectations that might differ from what you’re used to at home. Maybe you’ve already read, as I had, that the pregnancy weight chart is stricter than in North America. You might also know that keeping your bump warm is seen as very important here. But shopping for maternity clothes in Japan brings a whole new set of challenges. You’ll be navigating different dressing norms and trying to find clothes that actually fit. All while your body feels like it’s constantly changing.

Read on for the best shopping spots to flatter your growing baby bump, whether you’re looking for cozy loungewear or a formal dress for attending your older child’s school entrance ceremony.

Japanese vs Western Maternity Fashion

© Photo by iStock: Marc Calleja Lopez

I was pregnant for the first time in Canada. After quickly accepting the many “flaunt your bump” messages, I searched celebrity looks for inspiration. I was excited to shop for maternity wear. When I started looking, it wasn’t hard to find the styles I had hoped for. I ended up with leggings, flowy, feminine tops, and maternity belts to accentuate my waist. I also bought plenty of dresses—ranging from body-con (on confident days) to A-line and empire-waist styles. For sizing, I was told to choose my regular size in maternity clothes. That worked perfectly for me without a hitch.

Imagine my surprise when my second bump arrived in Japan. The sizing, styling and even doctor-recommended weight gain were utterly different. I’d lived in Japan for years, so I knew tight maternity dresses were less popular than in North America. Still, I wasn’t prepared for my first ob-gyn appointment. There, I saw only roomy dresses and long sweaters—nothing else. When it came time to buy clothes for myself, I quickly learned something new. Finding maternity wear in Japan is, by comparison, surprisingly difficult.

My Maternity Wear Shopping Experience

Usually, I think of Japan as a consumption wonderland, with far more options than my home country for almost anything I want to buy. Yet, paradoxically, not so with maternity clothes. If I wanted to shop in person for maternity wear near my home in Fukuoka, I had two choices: MUJI or a department store. My nearest MUJI had one shirt in different colors, one dress, and a single pair of maternity pants. So, I headed to the closest department store, Hankyu, where I found dresses averaging ¥22,000. For more variety, shopping online became my only real option.

Size & Style: Things To Consider

© Photo by iStock: Natalia Navodnaia

Sizes were also very different, whether bought in-store or in person. Of course, there was the famous “free size,” which also encompassed maternity dresses. Often, the sizing started at medium (M) to extra large (LL) with no relation to the pre-pregnancy size that I could see. While online retailers generally offered a sizing chart, I was not always in the mood to measure my bust and bump to see if I could order a dress in a pattern that I liked. Sizing was, as is often the case in Japan, not the same as in North America and significantly smaller.

Case in point: while my maternity clothes from Western retailers in Japan, which seemed to mostly stick to the “buy your pre-pregnancy size” rule, were one size, most of my Japanese maternity clothes were three sizes larger.

Style-wise (as I discovered by talking to other women, looking at pregnancy magazines, and searching online), the most acceptable style in Japan is very loose and flowy and much less revealing than Western maternity clothes. Thus, the clothing sold by Western retailers in Japan made me pause. Although I was happy to be able to order from Gap online, for example, even the looser fit dresses showed off more cleavage and bump than I was often comfortable with here, leading me to pair them with scarves and long sweaters.

So, for your very own pregnancy makeover, read on for my recommendations on where to buy maternity clothes in Japan, whatever your style goal.

Where To Buy Maternity Clothes in Japan

© Photo by iStock: Evrymmnt

Nishi-Matsuya & Akachan Honpo

Just as their children’s goods are known for being extremely affordable, Nishi-Matsuya and Akachan Honpo have basics, such as maternity leggings and underwear, for great prices.

Online Japanese Retailers

Sites such as Sweet Mommy, Angeliebe and Chocoa offer a wide range of casual to formal maternity clothing that matches local dressing conventions. In my experience, buy a size bigger than what you would expect.

Amazon & Rakuten

Amazon and Rakuten are great places to find Japanese-style maternity wear, including those from the brands above. I found them especially useful for purchasing undergarments (like maternity and nursing bras) since they often have better (in other words, free and simple) return policies.

Western Chain Stores (Gap, Zara & H&M, etc.)

Although I have read that some locations offer in-store maternity wear, I could not find any near me. Their online stores are nice if you want more form-fitting clothing in sizes that will follow your pre-pregnancy size. Two caveats:

1. The styling is often not very “Japan-friendly.” They are tighter and more revealing than typical maternity wear in Japan (as I mentioned above).
2. The return policies can sometimes be frustrating, such as only accepting returns at a physical store.

Uniqlo & Muji

While the Muji where I live has a small selection of maternity wear, Uniqlo maternity clothes are only available online. Both of these stores excel at making good-quality basics for maternity and everyday use. Muji’s maternity and nursing bras, for instance, are well-priced and cozy.

Department Stores

Maternity clothes in department stores are found on the children’s goods floors. They are the best place to find luxury items and maternity formal wear. If you need to attend entrance or graduation ceremonies or a wedding, for example, your local department store will likely have the style of maternity wear that you are looking for. Although I wasn’t willing to pay full price for maternity clothes from my local Hankyu, when the dresses came on sale, I was happy to find clothes for special occasions.

Good luck and have a safe and happy pregnancy!

This article has been republished for 2025.