Celebrities and social media are driving a shift in the pregnancy apparel market.
"I think it started with Kim Kardashian," argues Hatch Founder and CEO Ariane Goldman, recalling the star's then-novel penchant for long or knee-length, figure-hugging dresses, usually paired with a long coat. "[That's when we were] really seeing the shift from beautiful draping and effortless clothing, which I always prided Hatch on, into body-hugging, tight clothing. All of a sudden, the bump became the hero.
"Now it's about showing your skin and this crop top-and-skirt vibe or jeans and your belly out," says Goldman. "You have literally no clothes on top of your belly. Like, your belly is your accessory.", Slick Woods and Gigi Hadid dipped their toes in before her, though more often for Instagram and photo shoots, as opposed to attending events IRL. Shay Mitchell began posting belly-baring outfits just days after Rihanna.
Though, given how bold and prolific Rihanna's pregnancy looks have been, one wonders if that needle can actually be pushed much further.
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