.../value Through shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context...

... for their children. Additionally, the investment in the physical appearance of children can be seen as a construction of a contemporary understanding of proper motherhood in the middle-class context. Originality/value Although extensive research has been carried out in expenditure on children’s fashion...

... requirements of new motherhood. Following confirmation of their pregnancies, for example, participants cultivated a sophisticated knowledge of contemporary markets for the new mother and baby, carefully researching and selecting the items from this unfamiliar terrain that they deemed necessary and most...

... become mothers. The meanings, practices and implications of the transition to motherhood have long been a topic for sociological inquiry. Recently, interest has turned to the opportunities offered by this transition for the adoption of more sustainable lifestyles. Becoming a mother is likely to lead...

... which creates a cultural space for mothering. Findings – Mothers' caring consumption is a key means through which motherhood is constituted and how ideologies surrounding mothering are enforced and enacted. They negotiate for certain products and services on behalf of their children, in the name...