Free People’s activewear label has teamed up with popular motherhood lifestyle brand rising in the nearly $17 billion global maternity wear market.
FP Movement worked with Hatch, a marketplace and platform for maternity fashion, skincare, accessories and content, on a 15-piece line of active apparel engineered to take wearers through pregnancy, post-partum and new motherhood.
The collab represents a first for each brand. It’s FP Movement’s inaugural attempt at speaking to a child-bearing audience, while for Hatch, the tie-up extends it into the growing active market.
FP and Hatch said the collaboration was born of a desire to provide moms with highly functional, specially engineered, trend-forward clothing. Hatch, which carries an assortment of premium womenswear, from dresses and tops to jeans, knitwear, swimwear, intimates and sleepwear, sought to round out its offering with an active capsule that serves women throughout their pregnancy and beyond. “Hatch offers solution-driven products that cater to their unique needs, equipping mothers with an expert fit to flatter bumps and postpartum bodies alike,” it said.
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Favored by high-profile moms like Rihanna and Meghan Markle, Hatch’s clothing is designed to transition from maternity to post-pregnancy wardrobe, extending the life of the garments. “Moms should never have to sacrifice function for style,” CEO Ariane Goldman said. “That’s the premise that Hatch was founded on, and we’re so excited to expand that promise into the activewear and movement category.”
Goldman hopes the line will deliver comfort and confidence. “Introducing Hatch’s product and fit expertise and customer knowledge to the FP Movement activewear line finally opens the door for stylish, intentional and well-made maternity options in the workout and athleisure category,” she said.
The collection ranges in price from $40-$148, and includes reimagined versions of FP Movement’s best-selling styles as well as new silhouettes. They’re tailored for the needs of pregnant and post-partum bodies, like the Teamwork Maternity & Beyond T-shirt, which has high side slits to accommodate belly growth, and an under layer with a deep scoop neckline that can be pushed aside for nursing.
FP Movement’s Good Karma leggings were redeveloped with a thicker, more supportive waistband, while the Hot Shot maternity onesie features adjustable straps for comfort throughout pregnancy. The line was created with four-way-stretch materials that can expand and contract throughout the different stages of motherhood. Colors include classic white and black to light pink, orange, periwinkle, mint, green and navy.
Available on hatchcollection.com, fpmovement.com and Hatch’s stores in New York and California, the line will be promoted at events in Los Angeles, Austin, Miami and New York.