Mom. It’s one of the first words any of us learns. The concept is universal; motherhood precedes every living being on this planet. So who, I ask, decided that motherhood should suddenly become fashionable? Or that it was at one time unfashionable? And how is it possible that something so timeless even succumb to trends? I guess anything is possible in the world of marketing.
Long history short, the arrival of equal rights of the ’70s gave rise to careers (and large shoulder pads) in the ’80s, and ladder-climbing in the ’90s. There are most certainly women who did this with children in tow, but mothering activities were most likely downplayed in the workplace. Moms stayed at home. Career girls put their job first.
Then in August of 1991, Demi Moore’s bare and very pregnant self was featured on the cover of Vanity Fair. Over the next 16 years, displaying one’s maternity — be it a round belly or just the hint of a “bump” — became a sure means of attracting the attention of the paparazzi and fans.
As the “Is she, or is she not?” speculation achieved front-page status, motherhood got a makeover. The image of “the hectic mom” cleaning up after her children gave way to “the hip mom,” a laid-back figure that not only knows what to wear and what to do, but brings along baby and blogs about the whole lot. From the Special Collection Bugaboo Denim 007 Series to Hotslings, mommy accessories are currently in vogue.
The final bit of proof that the undeniably universal experience of motherhood has been transformed into a bona fide fashion trend? It came from my younger brother, currently expecting his first. I believe the words were, “You better get on this baby thing before it is no longer cool.”