Mama-la-mode.com, a London-based online retailer that launched this month, wants to dispel the idea that pregnancy means nine months of shapeless smocks.
Instead, company founder Fee Craig wants to cater to fashion-conscious expectant mothers by offering ready-to-wear from designer labels that will accommodate a baby bump.
The e-commerce site carries lines such as Notte by Marchesa, Clements Ribeiro, Temperley and Paul & Joe. Often, the pieces are items from designers' mainline collections that are appropriate for pregnancy, rather than maternitywear — such as an Empire-line silk evening gown by Amanda Wakeley, a roomy silk day dress from Temperley and a bell-sleeve wool swing coat from Paul & Joe. There is also maternity denim by Serfontaine, Paige and Rock & Republic that is tailored to pregnancy, with stretch panels at the waist.
"Sixty to 70 percent of the product is clever buying," said Craig, who also owns Lotus London, a brand of caftans and accessories sold at stores such as Intermix in the U.S. "I would see pregnant women in [the Lotus store] who would wear top-to-toe designer clothes, and then when they became pregnant they'd have nothing to wear. These are [collections] that you can wear for maternity, but that you would wear anyway."
Alongside rtw — shown on the Web site in 360-degree shots on mannequins, with a guide to what trimester the garment is suitable for — the online store carries swimwear, lingerie, beauty products, gifts and a small collection of baby clothes by brands such as Baby Marc and Craig's own cashmere line, Mini la Mode. Prices range from about $12 for Burt's Bees baby powder to about $3,100 for a silk Issa dress. The company will ship orders worldwide.
Craig isn't alone in seeing the potential for fashionable maternitywear. Gap launched its maternity line for spring 2007 in the U.K., and the Spanish fast-fashion brand Zara also launched its maternity collection there for fall.
"The celebrity endorsement of pregnancy has made it a glamorous phenomenon," said Craig, citing paparazzi images of celebrities such as Nicole Richie looking stylish while expecting a baby. "[We want to create] an inspiring way for women to dress when they're pregnant."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews