"Our customers now are wanting to purchase relaxed items that can be worn after the pregnancy term," said David Jones Group general manager apparel Colette Garnsey.
"The response over time is that they want to adopt a more fashion forward and cost effective approach to maternity dressing as maternity wear can be expensive and has a short life-span."
The shift away from lycra and snug-fitting dresses, which had once replaced flowing frocks and big bows, is prompting some of Australia's biggest clothing stores to simply drop maternity lines.
"As part of our ongoing review of our assortment and feedbacks from customers we are in the short-term de-ranging (of not continuing to stock) maternity apparel as our women's wear offer," said Coles Myer's managing director, Dawn Robertson.
Celebrity Families of 2014 [PHOTOS]