Maternity fashion: The brands putting comfort and style together
By Jaime Cohn-Barr

Finding fashion-forward maternity clothes can be a hassle. So, we located the brands that are committed to helping you assemble a stylish maternity wardrobe. WGSN’s Jaime Cohn-Barr reports.

Sep 09, 2016
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If this weren’t my second time around being pregnant, the idea of ‘maternity style’ would conjure up nightmarish visions of moo-moos and matronly tent dresses. But now that I’ve been down that road before, and a couple of years have passed, the options are endless for dressing a bump at all price points. New brands have emerged that cater specifically to the before-during-after pregnancy. In addition to that, clothing silhouettes have evolved in recent seasons so that bump-friendly loosened up styles have become available at non-maternity fashion brands.

While my first pregnancy consisted of oversized Zara sweaters and ultra-stretchy J brand maternity jeans in the dead of winter, this time an early Fall due date allowed me to spend the majority of my pregnancy in airy breathable pieces that were perfect for hot city days. Although I may work in the fashion industry, the last thing I wanted to do was spend my paychecks on designer clothing that I would wear temporarily. As it was, my pregnancies happened in two totally different seasons and I basically had to start my maternity wardrobe from scratch this time around.

One of my favourite new brands out there is Hatch. They are all about creating pieces for a growing bump that also will work in the early days after giving birth. A new post-baby bod is one of the most CONFUSING things to dress, because you are left with more of a “lump” than a bump, and your body is still not your own. The brand’s easy silhouettes are fashionable yet comfortable and more importantly, flattering.

 


They also recently did a denim collaboration with Current Elliot that is amazing for those of you who will be pregnant this Fall- prime fitting maternity denim is A MUST HAVE.

I also wore their Chloe jumper the entire summer, dressed up and down to wedding rehearsal dinners, engagement parties, and a photo shoot.

Chloe Jumper-hatch

Hatch is definitely for the “investment” pieces you will wear throughout your pregnancy, as the prices are not cheap. But for some amazing simple pieces at reasonable prices, non-maternity brands like Zara and Urban Outfitters provided fantastic non-waisted dresses and jumpsuits that I lived in all summer.

 

zara- maternity

**The off-the-shoulder look exposes the collar bone and just made me feel a little bit sexy (which is hard to do with a giant belly!)

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**This jumpsuit was the most comfortable thing on earth and looked great worn alone or layered with tanks and tee’s. It also looked nice with both flats and heels, so you can dress up or down.

Other budget & bump friendly brands include ASOS Maternity and H&M (H&M has maternity, but I prefer sizing up in their standard brand labels.)

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For Footwear– I wore my Nike Flyknits the ENTIRE summer. They are super stretchy and accommodated my continually swelling feet.

 

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And for months 8 & 9Rihanna x Puma saved me. Fancy pool slides. ‘nough said. Judge away. They are amazing.

As someone who works in fashion but is also a maternity consumer, it’s encouraging to see brands are providing more options for women to navigate pregnancy in style, and more importantly, they understand that comfort is key.

 

Enjoyed this roundup? Follow Jaime on Twitter here.

FOR MORE fashion news, retail trends, womenswear trade show reports and more, join WGSN.

 

 

 


Maternity fashion: The brands putting comfort and style together
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