The messaging around maternity wear has traditionally been a signal to women that it’s time to shed aspects of their wardrobe – and identity. But for Gen Z this is far from the case, and they’re swapping drab and domestic maternity wear for alternatives that draw on their unique style. Take The North Face Japan’s collection of convertible maternity performance wear as an example. Then there’s Herawares, the world’s first maternity streetwear brand, which taps into Gen Z’s well-renowned blending of functionality and fashion. The brand’s co-ords, which will be available later this year, are designed for pregnancy lifestyles that are active and energetic, all the while focusing on comfort.
Since 2018, we’ve been exploring the ways in which Gen Z are considering wellbeing in every life decision. After all, a staggering 46% of this generation say they feel stressed or anxious all or most of the time, according to Deloitte. This awareness of mental health extends to their parenting techniques, resulting in the creation of a kids’ version of meditation app Headspace. Baby care is also getting a Gen Z rebranding – Proudly is an upcoming brand for babies of colour, while Kylie Jenner has complemented her Kylie Cosmetics brand with her own baby skincare line, Kylie Baby.
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