Sales and Maternity: Finally Treat Yourself to Clothes That Make You Feel Good
There's a phrase you often hear from new moms, spoken with that peculiar mix of guilt and resignation: "I'm not buying anything for myself right now—it's not a priority."
The priority is the baby. The priority is daycare, diapers, the car seat, the co-sleeping bed. The priority is everything but yourself.
And yet.
You wear these clothes eighteen hours a day. You breastfeed in them. You sleep in them. You have visitors while wearing them. You go out for the first time after giving birth while wearing them. You look at yourself in the mirror while wearing them.
What you wear isn't just a trivial matter. What you wear actually changes the way you go about your day, the way you see yourself, and the way you take care of yourself—at a time when everyone is telling you to take care of yourself but no one is actually helping you do it.
The sales are here. And it's finally time to treat yourself to some clothes that make you feel good. Really.
Self-forgetfulness During Motherhood: A Mechanism You Don't See Coming
You don't decide to forget yourself. It happens gradually, almost without you realizing it.
First, during pregnancy, you shop for the baby, get ready for the baby, and think about the baby. A few maternity items, bought on the fly, “just to get by.” Then, after the baby is born, the gifts start coming in—all for the newborn. Stuffed animals, onesies, little booties. And you find yourself wearing the same worn-out T-shirt you’ve had on for six weeks, which is starting to feel tight across your back.
It’s not neglect. It’s the nature of motherhood—all your attention naturally and inevitably focuses on the baby. But the problem is that this can go on for a long time—weeks, even months. And one day, you find yourself realizing that you haven’t bought anything for yourself in so long that you can’t even remember the last time you did.
Sales have this unique quality of creating a sense of gentle permission. A time when spending on yourself feels less like a guilty pleasure, because it’s “a good deal.” A window of opportunity when you can tell yourself it was the right time—not wasteful, but a smart move.
Use this permission. Seriously.
What "clothes that make you feel good" really means
This isn't just a marketing phrase. It's an accurate description of a real experience.
Clothes that make you feel good during pregnancy are clothes that you forget about. Not literally—but in the sense that you don’t think about them anymore. You’re not adjusting your collar every ten minutes. You don’t have to pull your T-shirt down because it keeps riding up. You don’t get hot because the fabric doesn’t breathe. You don’t get a chill in your lower back because the hem isn’t long enough.
Clothes that make you feel good are also clothes that let you breastfeed without a second thought. The opening works. The motion is smooth. Baby finds the breast easily. You stay covered. The feeding goes smoothly, and you can be fully present for the moment—not busy fiddling with your clothes.
And clothes that make you feel good are, ultimately, clothes that reflect who you are. Not just functional. Not just “dressed.” You. With your style, your favorite color, that little something that shows you made a choice—not just went along with it.
Why the sales are the perfect time to treat yourself
There's a unique psychological dynamic surrounding sales and shopping for yourself during pregnancy.
Outside of sales, buying an item of clothing for yourself as a mom—especially a high-quality piece—can trigger a sense of guilt. It’s not always something you’re aware of. It’s not always expressed. But it’s there. The unspoken question: “Wouldn’t I have been better off spending that money on something else?”
During sales, that guilt is offset by the logic of a good deal. You’re not spending—you’re saving. That item of clothing that used to cost €40 is now €24. That dress you’ve been eyeing for two months is finally within your budget. Those pajamas you’ve needed for weeks are right there, on sale, and available.
This is an opportunity the sales offer you, and it's a good reason to take advantage of it.
Not to buy more than you need. Not to make up for difficult weeks through consumption. But to treat yourself—mindfully and calmly—to the pieces you’ve been missing and that you deserve to have.
Pieces That Really Make You Feel Good: Our Selection for Every Stage of Life
For the first few weeks at home: comfort comes first
The first few weeks after giving birth are a unique in-between time. You’re at home, but you have visitors. You’re recovering, but you’re breastfeeding several times a day and night. You want to feel good, but you don’t have the energy yet to get “properly” dressed.
The Breastfeeding t-shirt is soft and well-tailored—it’s the perfect piece for exactly that. Pretty enough to feel presentable when family drops by. Comfortable enough to wear from morning to night. Functional enough for frequent feedings without any complicated adjustments.
Paired with a nursing tank top as a base layer, this is the simple, reliable, and comfortable outfit for the first few weeks. And with the sales, you can treat yourself to several without breaking the bank.
As the days grow longer: Rediscover Your Style
Around the fourth or fifth week—sometimes earlier, sometimes later, depending on the woman—there comes a time when the desire returns. The desire to get dressed, to make choices, to no longer be merely functional.
This is the moment when the Breastfeeding dress takes center stage. The one you put on in the morning and that makes you feel like a woman—not just a mom. The one that says something about your taste, your style, and the way you want to present yourself to the world.
With the sales on, now's the time to invest in that one piece—the one you wouldn't dare buy at full price, but that you'll still love a year from now.
For cozy days at home: the sweater that makes all the difference
There are days when we don't go out. When the baby is here, the house is quiet, and we just want to be snugly wrapped up in something soft, without having to do anything.
A nursing sweatshirt or knit sweater is the knit piece for those days. During the sales, it’s the item you treat yourself to, knowing you’ll love it—without thinking about the price, for once.
For events that are starting up again: printed T-shirts
A dinner out. A night out with friends. A weekend getaway. These moments are gradually returning, and with them, the desire to dress for something other than just breastfeeding.
The Breastfeeding t-shirt is the perfect piece for your return to social life. It says: I’m here, I’m breastfeeding, and I’m still stylish. With the sales on, now’s the perfect time to treat yourself to the one that’s been catching your eye—the unexpected color, the message that speaks to you, the print that makes you smile every morning.
Permission to treat yourself
There’s one thing we don’t always dare to say out loud during motherhood: you deserve to feel good in your clothes. Not when you’re done breastfeeding. Not when you’ve “gotten your old body back.” Right now. In this body. In this life.
Sales are an opportunity to put this permission into practice. They’re not an invitation to buy everything at once—they’re an invitation to carefully choose two or three items that would truly change your daily life.
Maybe it's the T-shirt that made you feel like yourself the moment you received it. Maybe it's the dress you've been eyeing for two months, telling yourself, "later." Maybe it's the pajamas you've deserved ever since the nights began.
Treat yourself to it. Now. Whether it's on sale or not, just do it now.
The last thing
There’s a simple truth that sales make it easy to put into practice without giving it much thought: taking care of yourself doesn’t take anything away from your baby. It gives your baby a mom who feels good about herself, who recognized herself in the mirror this morning, and who put on an outfit she chose intentionally rather than settling for whatever was handy.
This mom is more at ease. More present. Less worn out by the little annoyances that have built up.
That's why comfortable nursing clothes aren't a luxury—they're a form of self-care, just as valid as anything else.
At 23 Mai Paris, we’ve believed this from the very beginning. Our nursing wear, our new collection, and our affordable basics are designed for you—not for an idealized version of motherhood, but for you, just as you are, in real, everyday life.
Check out our sale items and finally treat yourself to what you've deserved all along.
📸 5 photo ideas to include
1. Finally Happy in the Morning Mirror A mom in a T-shirt or Breastfeeding dress 23 Mai Paris, standing in front of her mirror, with a natural, unforced smile. Soft morning light. No over-the-top staging—just someone who recognizes herself and feels good about who she is. The central image of the entire article.
2. The Moment of Choice A mother who consciously chooses an item from her closet—among several 23 Mai Paris T-shirts 23 Mai Paris —picks one out with determination. The gesture of getting dressed conveys intention, not constraint.
3. Breastfeeding in an Outfit You Love A breastfeeding mom in a dress or a 23 Mai Paris printed T-shirt, in the middle of a feeding, gazing calmly at her baby. Her expression is gentle and focused—not distracted by her outfit. Comfort that allows her to be fully present.
4. In the evening, the pajamas we’ve been waiting for: A mom in nursing pajamas, 23 Mai Paris, holding her baby after the evening feeding, in soft lighting. Her face looks tired but serene. This little nighttime luxury—the garment we finally treated ourselves to—is changing our nights.
5. Unboxing the sale package: A mom unboxing a package 23 Mai Paris, the new items on her lap, a look of anticipation on her face. No staging—just the genuine joy of treating herself to something. The moment when that indulgence became a reality.
