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Maternity Chic.(Brief Article)

Newsweek International

| June 11, 2001 | Thomas, Dana; Greenberg, Susan H.; Kuchment, Anna; Pepper, Tara | COPYRIGHT 2001 Newsweek, Inc. All rights reserved. Any reuse, distribution or alteration without express written permission of Newsweek is prohibited. For permission: www.newsweek.com. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

You're nine months pregnant, en route to a black-tie affair, and the only thing that fits is a tent. What's a woman to do? Well, if you're actress Annette Bening, model Cindy Crawford or American television journalist Katie Couric, you simply call Lauren Sara, maternity-wear designer extraordinaire. Within days you'll have a smart tuxedo or beaded empire-waist gown that fits perfectly and looks fabulous. "Lauren's clothes are so elegant and comfortable," actress Natasha Richardson, mother of two, has said. "She is really the Armani of the maternity world."

Not long ago finding "Armani" and "maternity" in the same sentence was about as likely as pain-free labor. Very pregnant women tended to keep low profiles, comfortably ensconced in their husbands' old work shirts. But maternity clothes are finally coming out of the closet, er, sweat- pants drawer. As more women work in high-profile jobs and keep up their demanding professional and social schedules right up to D-Day, there is a growing need for fashionable pregnancy clothes. Barneys New York recently launched its maternity line, Procreation, which includes jeans, leather jackets, evening gowns and swimwear. "We found that our customer, who is very fashion-savvy, didn't want to change her style even though she was pregnant," says Julie Gilhart, Barneys' vice president for fashion merchandising. In London, Great Expectations has a strong following among socialites and businesswomen, while stylish Parisiennes flock to Formes, the trendy maternity-wear chain, and designer boutiques such as Veronique Delachaux. "Pregnant women today don't want to hide like their mothers did," says Veronique Delachaux designer Betty Serraire. "They want to be feminine, beautiful and to show off their joy."

The secret to making chic maternity attire is to think of it as an extension of a woman's regular wardrobe--"real clothes," as Sara puts it. The traditional overalls, smock tops and pinafores in juvenile prints "don't work if the customer has been wearing Donna Karan and Ellen Tracy," she says. "You still have to be taken seriously." Sara achieves her sleek and--dare we say--sexy look simply by adding a few strategic ...

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Source: HighBeam Research, Maternity Chic.(Brief Article)

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