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Earth Mothers and a Bouquet of Colours: key trends for maternitywear

The SS18 edition of Playtime Paris 1-3 July 2017 sees the return of our established maternity brands as well as new ones showcasing their new season collections. We catch up with some of our brands to see which trends have inspired them and how they feature in their SS18 collections.
One of the underlying themes that many of the maternity brands have been inspired from this season is the embodiment of expectant mums as earth mothers with many of our exhibiting maternity brands going back to nature – either inspired by the earth’s natural colours or by certain geographical places that have captured their imaginations.

Boob’s Spring/Summer 2018 collection takes this theme even further with contemporary and cool styles for modern and eco-conscious mothers inspired by Earth, wind & water. Along with the natural themes, the organic and recycled collection has a hint of Jane Birkin’s relaxed 70s style and the designs are clean-cut but with a twist that adds fun and function to everyday life as a mom.
We see a colour palette inspired by nature with soft shades faded by the sun and summer breezes. Earthy hues like Brown sugar, Dusty olive and Faded rose are lightened up by Tofu and Pink pearl - all complimented by fresh blue notes like Summer sky, Midnight and Soft Ink.

© Boob

Bobo's hero products for SS18 include lightweight Air, Suki, Amelia styles and the motivational The-shirt. Air, a lightweight, organic cotton long dress, perfect for a body with growing curves. Stay chic on the beach as well as the city with the Suki dress and top, made of 100% organic cotton, these leisurewear designs feature side pockets and an adjustable knotted tie band under the bust.

© Boob

The Amelia jumpsuit is named after Amelia Earhart, the first woman to fly over the Atlantic ocean. This style is made of recycled cotton and the design has references to one-piece workers’ uniforms. With its flexible and comfy fit, and smart nursing function, this is workwear for moms at its best.

Boob also introduces The-shirt - the ultimate classic T-shirt with a cool cut and easy nursing access. The-shirt comes in three classical colors: Tofu, Grey melange and Black, and is made of 100% organic cotton. The design is reverse-printed reading “Damn you’re a good mother” each time they look in the mirror.

Phot credit: Boob

Italian designer Pietro Brunelli endeavours to stay on top of fashion trends and their SS18 collection features only the most on-trend dresses and tops using the best colours and prints. Their elegant maxi dress features modern horizontal stripes with off the shoulder tops and poplin dresses.

© Pietro Brunelli

Summer favourites is a capsule collection of natural linen with large floral prints in soft fluid-like Tencel. Words, flowers and magic are all represented in Pietro Brunelli’s Spring collection with comfy sweatshirts and prints. As we move into the summer months, A Bouquet of Colour collection features colourful floral prints symbolising grace and elegance in vivid colours .

© Pietro Brunelli

Paula Janz continues the Earth Mother trend taking their inspiration natural colours and ocean waves. Their maternity and nursing collection includes midi and maxi dresses with romantic touches, ultra-feminine blouses, amazing nursing solutions and accessories including oversized and tie-able scarves. Charming details feature opulent bows in the back, deep v-necks, wide shoulder ties and belts emphasising the elegant look of the collection.

© Paula Janz

Their colour palette showcases shades of blue from light blue to the deep ones, vanilla, nude, green, shiny red but also feminine and deck-chair stripe prints in soft cupro with a faded-out look, airy and silky crepe, soft elastic viscose, flattering cotton, structured and elastic jacquard. New styles also include a midi length as well as simple cocktail dresses in jacquard quality and lace dresses with a scalloped hemline.

MonaMoon set out to create maternity collections that emulate designer womenswear collections. Their SS18 collection is inspired by the peaceful nature of the landscape, the gentle rays of the spring sun and echoes of the wind whistling on unhurried waves of the sea, sandy beaches and fresh grass. The MonaMoon collection combines styles, both for holidays and daywear to special occasions and social events.

© MonaMoon

Expect to see MonaMoon’s modern and feminine silhouettes: pyjama stripes, geometric prints and metallic shine. Their seasonal colours feature mint, lilac, yellow and pink aimed at modern, fashionable, self-confident women. MonaMoon’s signature piece is their award-winning maternity tail-coat for pregnant women, which won European Product Design Award-2017. For SS18 they have designed a more casual interpretation of the tail-coat which will be revealed at the July show!

© MonaMoon

Seraphine continue the Earth Mother theme with a Parisian bohemian flavour - fun and quirky prints and patterns have been introduced in a range of flattering shapes. Drawing inspiration from the catwalk and high street, they have added to their staple range of jeans, comfy knits and luxurious maternity evening gowns. Each piece is designed to fit, flatter and grow with pregnancy curves.

The SS18 collection was inspired by the French Riviera, so expect to see feminine floral maternity dresses - made for long lunches, glamorous gowns ready to float down the red carpet at Cannes and classic patterned maternity dresses for everydaywear. Breton stripes are also still key within the new collection – you can never have too many stripes! Seraphine have also added more intricate embroidered detail in their designs for SS18. There is a mix of exotic colours for summer but they also have some more minimal beige, black and white styles. Three key everyday all-star styles are their Dotted Babydoll Stretch Jersey Dress, Navy Dot Maternity and Nursing Dress and our Sky Blue Floral Maternity Dress.

© Seraphine

So many exciting brands and collections at Playtime Paris 1-3 July 2017, look out for my next round up of what to expect from this season’s maternitywear exhibitors and be the first to see what’s new.


© Pietro Brunelli
One of the underlying themes that many of the maternity brands have been inspired from this season is the embodiment of expectant mums as earth mothers.
Liz Pilgrim, contributor