How Babies Became Luxury’s New Aspirational Category
Parents may be having fewer kids, but they’re not skimping on them. As traditional luxury loses its lustre, premium strollers, carriers and other baby gear are the latest markers of wealth and taste.
Pregnancy and perinatal care, long an overlooked area, is emerging as a vibrant and innovative sector within the fashion industry. Entrepreneurs are crafting globally recognized beauty brands, emphasizing safety, scientific advancements, and the emotional bond between mother and child. These brands are proving that "mama care" can be elevated and long-lasting.
As more fashion retailers and brands pour resources into the $145 billion childrenswear market, a new generation of founders and their fans are entering the stage of parenthood. However, most women are only willing to invest in maternity fashion for a brief period, making them hesitant to spend on stylish clothing during pregnancy.
Could rental businesses offer a viable solution to this challenge? Cathaleen Chen, Retail Editor at The Business of Fashion and based in New York, explores the potential of rental businesses as a means to make fashionable maternity wear more accessible and affordable. The Business of Fashion reserves all rights to this article, effective until 2026.
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