Hatch, the beloved maternity brand worn by Meghan Markle, Kate Hudson, Jessica Alba, and Kerry Washington, is powerfully redefining the maternity clothing space.
What began as a small capsule collection of stylish maternity clothes has become a major lifestyle brand that continues to grow and thrive.
Famous for being Meghan Markle’s favorite maternity brand, Hatch now includes a community of over 160k women.
Just coming off huge retail partnerships with Target and Keds earlier this year, the brand is now opening a third store on the Upper East Side in the fall.
In honor of the brand’s tenth year in business, we sat down with Ariane Goldman, Hamptonite founder and CEO of Hatch, to discuss how the brand makes space for pregnant women and mothers in the fashion industry.
In what ways does Hatch differentiate itself from other maternity brands?
The HATCH M.O. has always been to see women through the journey of pregnancy and postpartum through clothing, beauty, community, and content. We offer a more 360-degree perspective on the experience, and we’re real with her in that it will be beautiful and magical, but also raw and scary. We also continue on with her into the Fourth Trimester because we know she needs us during that crazy time too, when so many brands stop at the “giving birth” moment. We also storytell and build community around this time in a woman’s life, so we have her back in every way, not just through items she can purchase, but through support, information, and advice.
If you could describe your brand identity in three words, what would they be?
Empowering. Inclusive. Stylish.
Is it challenging to find the balance between being fashionable and being practical?
I don’t think so. Our pieces are designed to be easy and comfortable while still hitting the style POV. I don’t think pregnant and postpartum women want to be slaves to fashion, they just want to continue to feel like themselves even though their bodies are changing literally every day. We do that through one-and-done jumpsuits, effortless dresses, that perfect striped tee-shirt, denim that looks cool and feels great. We create clothing with special details and accents that will allow her to grow into her body easily, but that she’d still want to wear long after giving birth. Plus, once you’re a mom, practical fashion that actually looks good is all you want to wear anyway.
How if you cultivated such a strong celebrity following over the past ten years?
I just think the proof is in the product. Celebrities get pregnant, too. And they’re under such a microscope even during pregnancy that they can’t go hide for 10 months. They still have to run to Target like the rest of us, only they’re getting photographed in the meantime! Our clothing is designed for every woman who wants to look and feel awesome, from running errands to going to work to getting snapped by paparazzi. We feel really grateful for all the love.
How does Hatch make space for pregnant women and mothers in the fashion industry?
I think we support pregnant women and mothers in the fashion industry the same way we support women in every industry. We create modern, work-friendly pieces that will see a pregnant and postpartum woman from the moment they find out they’re expecting, through that harrowing back-to-work, post-maternity leave moment when their bodies are still changing. They might be pumping at the office, they’re leaking out of their boobs, it’s nuts! Our clothing is there for 9-5 women, 9-9 women, all of the above. We’re 24/7 — we got you!
How does Hatch broaden the definition of fashion?
I think we’re creating an inclusive space for all women to feel fashionable and cool, no matter what they look like or how their body is changing. Pregnant and postpartum women deserve a voice in the style conversation, and we’re letting them know they have every right to be out in the world looking awesome.
In what ways does your brand shift the conversation surrounding pregnant women and motherhood?
We shine a light on the realities of the pregnancy and postpartum journey. All of the incredible moments, but also the raw realities of the experience that aren’t always pretty. We make clothing that’s specifically geared towards a woman’s changing body, from leaking boobs to expanding bellies and bodies, while our HATCH MAMA skincare lineup gets at the root of so many prenatal and postpartum issues like swelling, body odor, nausea….the list goes on! On Babe, our editorial home for HATCH, and through our digital events, we take on everything from relationship issues to the unspoken feelings women have about being a new mom, to the latest, greatest products that’ll make motherhood easier and more fun. For so long, the pregnancy experience has been idealized and then shoved under the rug, and we’re raising the curtain!
Photography by: Sourced from Hatch, John Salangsang, Yvonne Tnt,