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It’s the year of mother — both figuratively and literally. Whether it’s Gen Z’s most beloved It-girls Hailey Bieber and Sofia Richie (with the former announcing her pregnancy in custom Saint Laurent) proudly displaying their bumps online; the news of Margot Robbie’s pregnancy breaking last week (followed swiftly by press releases of her pregnancy looks, from brands like Bottega Veneta) or “that’s mother” or “mother is mothering” becoming the definitive social media compliment of 2024. A once-disparaged aspect of womanhood is being redefined through a new generation.
One of the main ways motherhood is being redefined is through fashion, where drab maternity wear has been replaced by chicer, more daring looks that showcase the wearer’s personal style and bump. It’s undeniably a trend spearheaded by singer and Fenty Beauty CEO Rihanna, who rewrote the pregnancy playbook with an assortment of experimental, high-fashion looks during her first pregnancy in 2022.
Pregnancy style has evolved ever since, under the influence of a host of expectant celebrity mothers, including DJ Sita Abellán and supermodels Gigi Hadid and Adwoa Aboah. And with three of the most influential online trendsetters — Margot Robbie, Sofia Richie and Hailey Bieber, who were responsible for pushing defining micro-trends such as Barbie-core, stealth wealth and clean-girl aesthetics in the last year alone — now pregnant and debuting fresh maternity wear looks, the buzzy category is fast evolving. Especially as millennial and Gen Z consumers mature into motherhood, representing a new digital native customer who is engaged by such micro-trends and creators. The brands able to tap in, are set to win big.
“The term ‘motherly’ has skyrocketed on our platform by 210 per cent in recent months; ‘young family’ has risen by 72 per cent,” says Shaun Singh, CEO and founder of trend analysis platform and stock imagery site Death To Stock (DTS), meaning brands and designers are increasingly searching for imagery that connotes motherhood to use in campaigns or on social. However he stresses that it’s not just the term that has proliferated, but the connotation behind it.
“Gone are the days when motherhood was synonymous with sacrifice and the abandonment of personal ambitions. Instead, a new vision of family life is emerging, one that harmonises personal style, taste, and adventure with parenting.” He references social media sensation turned author Julia Fox (who is also a single mother to a three-year-old son) as an important figurehead in dialogue around themes related to modern motherhood. Model, author and podcast host Emily Ratajkowski also speaks openly about balancing motherhood with her career and social life. “A new vision of family life is emerging, one that harmonises personal style, taste and adventure with parenting. It’s no surprise that our favourite influencers are representing motherhood with a modern flair unique to their respective tastes.”
At this year’s Met Gala, model Aboah wore a red H&M skirt set that revealed her growing baby bump. Similarly, at last September’s Vogue World in London, Sienna Miller also opted for a white two-piece set (this time from Schiaparelli) to accentuate her pregnant belly. Most recently, Margot Robbie unofficially announced she was expecting when a paparazzi picture of the actress in a white Bottega crop top revealed her blossoming bump.
