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Based upon in-depth interviews with recent mothers and their own mothers in London, England, this article uses a cross-generational perspective to examine the changing experiences/perceptions of pregnancy over the late twentieth and early twenty-first century. Pregnancy is a biological process, but exists within social, economic, political and cultural realms and is both spatially and temporally located. In this article we argue that advances in gender equality, maternity benefits, technological innovation and mass media have meant that pregnancy is now increasingly experienced in the ‘public’ sphere, whereas, in earlier twentieth century Britain at least, it was often relegated to the realm of private or domestic life. However with these changes have come new types of surveillance in the form of scientific ‘advice’, medical technologies and media dissemination of cultural ‘norms’ regarding appropriate dress, lifestyle and behaviour during pregnancy. Based upon the findings of our research we examine these changes from two different perspectives: firstly a Foucauldian notion of surveillance in relation to ‘medical’ advice on diet/lifestyle during pregnancy, and secondly new expectations regarding body image and clothing in the context of the emergence of ‘pregnancy chic’ and the figure of the ‘celebrity mum’.
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