(L-R) Debbie Heaney, Maree Hall, Chanel Gardner and Alisha Grimmer. Photo / Supplied
Actress Demi Moore and model Heidi Klum have done it, so too New Zealand's own Bernice Mene.
Now ordinary mums-to-be are taking off their clothes in the name of female beauty.
Maree Hall, 29, was among hundreds of pregnant women to show off their baby bumps for a "real mums"
competition run by online store Belly Beyond.
She is one of four winners to feature in an ad campaign for Cake Lingerie in 16 countries, including the UK, US and Japan.
Hall's husband entered her in the online competition, which she thought she "wouldn't have a chance" of winning.
"Then I got the call," says the Hamilton resident.
Hall, who works three days a week at the Telecom store in Chartwell, is 30 weeks pregnant and has a 2-year-old daughter.
She believes society has come a long way since her mother's generation. "Back then, woman were meant to be ashamed of being pregnant, they would try and hide it.
"But having kids shouldn't be taken for granted."
Hall miscarried her last pregnancy at 20 weeks, and has friends who have had to go through IVF treatment. "I'm so proud of being pregnant. It's so important to celebrate it."
