I had my kid in the UK about 4 years ago - these were the rage among those of us in married student housing (where the pregnancies came in waves) - they were big in mainland Europe, someone had a sister with a hookup, and then they got handed around. We called them "belly bands" - I don't know if that's a trade name or not.
They're actually INCREDIBLY useful - the covering unbuttoned too-tight jeans and holding up too-big maternity pants extends the wearability on both ends of the spectrum. They also mean you can wear regular shirts longer, without your pregnancy sticking out of the bottom of the shirt (not a great look for work).
Since we were passing them around like mix tapes (especially the non-neutral colors), I never saw any of the marketing there, so I don't know if this is just for the US. I found I really needed the support for comfort, and these certainly don't have "power-slimmmer" hold - more like a bathing-suit.
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