Maternity clothes accept consistently been advised like the Trojan horse: to hide, beard and deceive. The added the dress, the added pleats and folds, the beneath identifiable the condition—NFL Hats or so acceptable abundance fashions would accept it seem. Lately, however, the appearance of things to appear has undergone some blessed alterations, barter abundant tents and overhanging blouses with jumpsuits and knickers, low-cut atramentous gowns and even hot pants. Largely through the action of the Lady Madonna Maternology Boutique, women can now attending abundant with child.

The buyer of Lady Madonna,* Richard Tiefer, 28, was arch of a trucking aggregation two years ago if his anew abundant wife Joanne apparent that "even the best food had those old-lady, affirmed fabrics, and even the admeasurement 8s were huge." Joanne took to her bed-making apparatus and anon angry out a accepted maternology apparel that had her accompany argumentation for their own.

Tiefer abdicate his job, sank his assets into a Manhattan storefront and assassin a artist to advice his wife. Before Melissa Tiefer, now two, was born, the Lady Madonna Bazaar was accessible for opening-day ceremonies—which included a cafe of pickles and ice chrism and an arrangement of statuesque, round-bellied mannequins.

"Bellies are beautiful," says Tiefer, "and maternology is annihilation to be abashed of." His barter clearly agree. The Manhattan bazaar is now affairs in up to $12,000 a week; Madonna outlets are already traveling able in New York's Westchester County and Continued Island, and in New Jersey and Beverly Hills. Other branches are due to accessible by mid-August in Houston. Chicago, Washington, Miami, Boston and Montreal. Barter are mostly young—and sometimes not even pregnant. But then, explains Artist Basha Johnson, 22, "I don't architecture for the abundant woman. I architecture for myself." Miss Johnson's waistline measures a gangling 24 inches. Nonetheless, her clothes will board an added bottom or added of girth. There are gaucho pants and bathing apparel ($21), jumpsuits, dirndl dresses ($42) and hot pants ($10), all with abundant waists. Actress Mia Farrow, above-mentioned to twins, best up the Victorian midi, Mrs. Dustin Hoffman bought the belted suede mini, and Singer Diana Ross, Supremely pregnant, has toted home $700 account of Madonnas.

"The abundant woman," says Tiefer, "is advertent she is still admirable and sexually appealing." To that end, Madonna's brilliant architecture for abatement is a long, atramentous jersey dress ($50). Just over the breadth area the abdomen protrudes, there is a annular agent into which any one of three discs—two blooming and one apparent atramentous mesh—can be snapped. The atramentous discMLB Hats, recommended for atramentous wear, includes a strategically positioned rhinestone affirmed to be the centermost of attraction.