Great Expectations
Maternity fashions have been reborn.
The dull, drab designs of yesteryear have been replaced with creations that are stylish and snappy.
There was a time when clothes for pregnant women sported bows, ruffles and childlike detailing or had a matronly silhouette.
No longer are stores stocking those frumpy, immature-looking garments. Instead, they are filling their racks with chic, classy, up-to-the moment items.
From upscale designer styles to moderately priced outfits for the home and office, there is something for every waist and wallet. And most can be worn after the baby is born, doubling their value to mothers.
Among the more trendy fare are pieces in plaid and animal prints, selections made of leather and lace, velvet and organza, and crystal- and stone-washed denims.
Undergarments and hosiery have also taken a few fashion steps forward, with many made of silks and synthetic blends that are just as enticing as non-maternity lingerie.
All this and more can be found in several Orange County stores such as A Pea in the Pod, Motherhood and Style for Two and from Delices for New Mothers, a mail-order company based in Tacoma, Wash.
Here is a sampling of what’s in store:
DELICES FOR NEW MOTHERS
After the birth of her first child, Jill Goodman was hard-pressed to find something to wear that was sophisticated and elegant yet allowed her to nurse her baby in public without exposing herself.
So Goodman struck out on her own, first making a two-piece outfit that received rave reviews from her friends. From there, she began Delices for New Mothers in December, 1988.
Delices features mix and match separates in a variety of solids and prints of soft cotton or cotton/polyester blends; all are machine washable. Most of the garments come in two sizes, with some pants available in a new third size.
The most popular pieces include a two-piece combination, a mock turtleneck ($50) and a four-gore skirt ($66), a cape top ($56) that is short in the front and longer in the back, and a raglan jacket ($58) that was introduced a year ago.
New this year are a blazer ($80) and a cap-sleeved top ($44).
The tops are all long enough to flow over pants, skirts or shorts, and the bottoms have extra-wide waistbands that go all the way up to the bust, so that when the baby is placed under the top for feeding, no skin shows.
Delices also includes a dribble cloth that matches or coordinates with the outfit, eliminating the need to drape a diaper over the shoulder.
For a catalogue or to place orders, write Delices, 4131 Madrona Way North, Tacoma, Wash. 98407 or call (800) 678-5542.
HUE
This New York-based legwear company has recently introduced a maternity collection called HUE M, which features a wide waistband for maximum comfort, fit and expandability, all in one size.
Three styles, available at better department and specialty stores throughout the county, are being offered: Lycra opaque tights ($14) in 14 colors, matte sheers in a variety of tones and Hue’s signature Supplex cuff leggings ($70) in seven shades. The leggings can be worn for casual and dressy occasions.
“Over the past few seasons, fashion has steadily gained importance in this market segment, yet hosiery options are still minimal,” said Sandy Chilewich, co-president of HUE.
“We feel that now is the time to bring our fashion philosophy to the maternity customer.”
MOTHERHOOD
The main objective of Motherhood, says Marsha Sullivan, director of product development, is to give the customer a cohesive assortment of clothing from a moderately priced point of view.
For instance, Motherhood, which is based in El Segundo, has an updated version of the poet’s shirt ($32), which is strong for fall, with pearl buttons and shirring below the back yoke and on the cuffs. Among the store’s staples are stirrup leggings ($26) with mix-and-match tops.
Every six months, Motherhood offers its customers a palette of six colors, so that all items bought during the interval--for instance, fall/winter, spring/summer--will be interchangeable.
The colors for this fall and winter are black, winter white, soft pink for some styles and purple and fuchsia jewel tones. There also are some reds and navys.
Motherhood also has one of the largest denim collections available, with the garments coming in several washes. The most popular, the crystal wash, is a bromide treatment that gives the material a bright periwinkle color and a soft hand.
Motherhood’s best-selling jean, the Jill Jean ($45), is available with a cotton/Lyrca panel and tapered legs for comfort and a smooth fit. Cotton overalls ($58) in blue and black have darts in the waist and legs to cut down on bulk in the tummy area.
The hand-knit sweaters ($38 and up), which also can be worn after the baby is born (as can many of the above items), have a romantic, vintage feel this season and can be matched with the jeans.
“Our items sell for less than $100,” Sullivan said. “Our casual clothes are made of natural fibers, and our novelty items are made of blends. We keep comfort and looks in mind when designing items.
“For $500 or less, our customers can have a complete foundation.”
Brea Mall, (714) 256-0248; Laguna Hills Mall, (714) 830-8125; MainPlace/Santa Ana, (714) 972-9355; Mission Viejo Mall, (714) 364-1043; Mall of Orange, (714) 921-0522; South Coast Plaza, (714) 549-4612 and Westminster Mall (714) 895-5989.
A PEA IN THE POD
Market research has shown that pregnant women want a maternity wardrobe that mirrors their regular one, says Louella Hundt, vice president of A Pea in the Pod, which is based in Dallas.
“One’s fashion taste level doesn’t change when you’re pregnant,” Hundt said. “We know the needs of our customers, including the quality and look they want.”
A Pea in the Pod, whose clientele’s age range is from the late 20s to mid-40s, offers upscale, quality garments with the appeal of non-maternity ready-to-wear lines.
Among the more popular styles are three variations of the cat suit ($72-$80)--one has a matching zip-front jacket ($98)--black leather jeans ($275) and a black tank-style lace dress with organza coat ($400).
A Pea in the Pod also offers menswear looks and denim pieces with leather, fringe and suede detailing. Some even have an equestrian feel.
For evening, sheer palazzo pants ($98-$155), a velvet dress with shoulder treatments ($225), velvet stretch leggings ($88) and organza separates are also available.
“We look for our trends in the same places as non-maternity ready-to-wear stores,” Hundt said.
Brea Mall, (714) 256-0900, and South Coast Plaza Crystal Court, Costa Mesa, (714) 957-3222.
STYLE FOR TWO
This store has the latest in casual and career, exercise and tennis wear, evening wear and lingerie at modest prices. The featured line, Japanese Weekend, is the brainchild of two women based in San Francisco.
Available in solids and prints, Japanese Weekend has interchangeable tops and jackets ($50-$70) and pants ($38), skirts ($44) and shorts ($31) with the “OK Waist,” or Obi Kutsurogi waist. Unlike traditional maternity clothing, the OK band rests on the hips, as do the sashes of sumo wrestlers. It doesn’t restrict a woman’s expanding belly and provide some support by lifting the baby.
“The (Japanese Weekend) cat suits ($99-$102) are so comfortable they have become a uniform for us at the store,” said Callie Rutter, manager of Style for Two. “You can dress up and go out in them, and they are priced reasonably.”
Japanese Weekend shirts are also designed with breast-feeding in mind, and all their clothing is suitable for wear apres delivery.
Discreet Wear, another line for nursing mothers, is also available at Style for Two. Each garment is made of 100% preshrunk cotton in vibrant colors for comfort and durability.
The tops ($49-$58) feature a front flap for nursing with privacy and ease. Matching shorts ($30) and pants ($30-$40) are available.
Fashion Island Newport Beach, 907 Newport Center Drive; (714) 644-4226.
