Rihanna is fueling the next wave of maternity fashion trends

There was a very brief and beautiful moment in time when the biggest news in the world was Rihanna’s pregnancy announcement, filled with an incredible, bumpless look with vintage Chanel, colorful jewelry and jeans. small size. Bigger things have happened since, but that doesn’t change the fact that the singer and entrepreneur spent the next few weeks making headlines by pushing the boundaries of maternity fashion at every opportunity: a green beaded halter top lemon at a Fenty Beauty party; black and transparent lingerie at the Dior show; a silver Coperni crop top with cutouts, accessorized with a diamond belly chain, to celebrate Fenty Beauty at Ulta – to name a few.

Most of these looks were at least partially tailor-made. “There’s been a lot of custom lately,” Rihanna told me, as she wore bespoke Alaïa at the opening of her Los Angeles Savage x Fenty boutique. “I push myself to go, and I have fun. So the stuff that’s more strappy or more revealing or isn’t for motherhood, I want this.”

Hatch cropped t-shirt, available hereand midi skirt, available here.

Of course, not everyone can have this, as in custom, designer or other maternity wear – it also wouldn’t be worth the average pregnant woman’s purchase of couture when her fitness is constantly changing. But soon, those who want to show off their bumps in trendy, fashionable crop tops and bodycon dresses will probably have an easier time buying the look off the rack. Maternity crop tops are on the rise.

Hatch, a leading provider of stylish yet accessible maternity wear, has just launched crop tops for spring, as well as more form-fitting styles than before. And it certainly won’t be the only brand to embrace this trend: already, fast fashion retailers like shein and ASOS have crop tops in stock (as well as trendy bodycon skirts and dresses) in their dedicated maternity sections; The gap has a as well as.

Hatch cropped t-shirt, available here and denim, available here.

Hatch cropped t-shirt, available here and jeans, available here.

Brands whose production deadlines aren’t as tight will likely follow, especially since there’s demand. Fashion shopping app Lyst has found that searches for “maternity crop tops” have jumped 51% in the month since Rihanna revealed her pregnancy. The app also reported that low-rise baggy jeans are selling twice as fast as other denim styles, and demand for chain belts has increased by 70%.

In addition to maternity brands offering more adventurous styles, one could also imagine trend-driven mainstream brands venturing into the category. Rihanna herself actually got two pregnant models in her Savage X Fenty lingerie show in 2018, though the brand doesn’t currently offer designated maternity wear. We might also see a brand like Skims offering bodycon dresses and crop tops to accommodate growing bellies; he already sells some maternity clothes stylesbut expanding that offering would make sense, especially given founder Kim Kardashian’s role in promoting the conversation about maternity fashion during her first pregnancy in 2015.

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“I think it all started with Kim Kardashian,” says Hatch founder and CEO Ariane Goldman, recalling the star’s then-new penchant for long or knee-length, form-fitting dresses, usually paired with a long coat. “[That’s when we were] really seeing the shift from beautiful draping and effortless clothing, which I’ve always been proud of at Hatch, to form-fitting, form-fitting clothing. All of a sudden, the bump became the hero.”

This evolution in maternity fashion didn’t stop when North West entered the world. Perhaps emboldened by Kardashian’s refusal to alter her curve-hugging aesthetic, others have followed her lead by showing off their bumps instead of covering them up. Goldman believes that social media has also played a role in this evolution, giving influencers and others a platform to be open about their pregnancies, including posting outfits that flatter them, allowing their followers to do the same. . And now daring pregnant women are going further than just a figure-hugging silhouette.

“Now it’s about showing off your skin and that crop top and skirt or jeans vibe and your belly,” Goldman says. “You literally have no clothes on your belly. For example, your belly is your accessory.”

Rihanna obviously dominated this look, but stars like Cardi B, Slick Woods and Gigi Hadid dipped their toes past her, but more often for Instagram and photo shoots, instead of attending IRL events. Shay Mitchell started posting nude outfits just days after Rihanna. Kylie Jenner showed off her belly in pregnancy photos posted to Instagram this week. Of course, the look may not be for everyone, and no one should feel pressured to do a full pregnancy look just because famous people are doing it. Still, you can’t deny that Rihanna played an important role in changing this type of clothing forever.

“I’m not sure maternity fashion is going to take a page-by-page manual from Rihanna, but it certainly pushes the needle in giving women permission to decide how to cradle their bellies the way they want, and be as fierce as they want,” says Goldman, who relies on the “young people” of Hatch’s team to stay on top of what relevant and cool celebrities and influencers are up to. “[Maternity style] evolves so quickly that you just have to stay alert and be super agile.”

However, given how audacious and prolific Rihanna’s pregnancy was, one wonders if that needle can actually be pushed much further.

“I just laugh,” Goldman says, “because once you take the clothes off the bump, there’s not much left to take off.”

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