by Sara McGinnis posted in Mom Stories

With gorgeous maternity photography pics and ultra-bare bump photos now regularly circulating in our news feeds, it's hard to imagine there was a time it was taboo to celebrate a mom-to-be's shape in print. Back in 1958, though, when Baby Magic debuted their eye-popping "For Every Lady In Waiting" campaign, they were pushing boundaries.
It's now been nearly 60 years since the "For Every Lady In Waiting" series dared to feature designer maternity wear and moms-to-be. Recalled as displaying "courageous realism" for showing actual pregnant women in the ads, the stylish photos hold a special place in history when looking at just how far pregnancy has come. Today, we not only celebrate bumps of all shapes and sizes, we recognize that becoming a father is also a life-altering event worth commemorating. But ask yourself this -- how often do you really see dads in baby care ads even today"
To celebrate their 65th anniversary as a company, Baby Magic reimagined their 1958 work. Check out side-by-side images of real dads-to-be giving a nod to the work of yesteryear, via the new "Dads in the Making" campaign:

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