曼哈顿某数字广告公司前合伙人考特妮・克莱恩(Courtney Klein)说:“有一群女性有用不完的可支配收入。她们有自己的身份和风格,而且非常希望能保持。”克莱恩最近推出了可分层穿的紧身基本款服装品牌Storq,这些衣服旨在融入女性现有的衣橱,而非取代所有的衣服。在Storq的网站上,弹性莫代尔单品――半身裙、连身裙、打底裤、背心――可以分开购买,也可以以195美元的价格购买整套。克莱恩自己已怀孕28周,公司的订单已经发往了30个州。
Ms. Klein is just one of the entrepreneurs helping to rewrite the script for pregnancy dressing. Ariane Goldman, who founded the label Hatch in 2011, said the word 'maternity' is taboo in her office. 'I think all of us just associate 'maternity' with disposable pieces that will get you through this icky stage and that you'll never want to wear again,' said Ms. Goldman. Instead, Hatch aims to provide pieces-at prices similar to what one may pay at, say, A Pea in the Pod, where many dresses hover around the $200 mark-that will live on in a woman's wardrobe after pregnancy. The appeal of Hatch's silky jumpsuits, gaberdine trenches and flowing dresses is apparent, whether a customer is pregnant or not.
克莱恩仅仅是众多帮助重组孕妇装行业格局的创业家中的一位而已。2011年创立Hatch品牌的阿里亚纳・戈德曼(Ariane Goldman)说,“怀孕”这个词在她的办公室是禁忌。戈德曼说:“我觉得大家都把‘怀孕’和一次性衣服联系起来了,认为这些衣服只是帮你度过这个难熬的阶段,然后就再也不会穿了。”而Hatch则是为女性提供能在孕期结束后继续留在衣橱里的衣服,其价格和孕妇装品牌A Pea in the Pod差不多,该品牌的很多衣服都在200美元左右。无论怀孕与否,Hatch真丝连体衣、华达呢风衣和飘逸长裙的吸引力都是显而易见的。
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