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The coolest brands, hit trends and top celebrity momfluencers that shaped maternity wear in 2020

One of the few things we can look forward to in 2020? The corona baby-boom! There’s ample speculation regarding a possible wave of births in 2020 as a result of the stringent lockdown regulations that from March on have forced many bored couples at home. Even the number of celebrity pregnancy announcements this year have been staggering: Katy Perry, Gigi Hadid, Ciara.. it seemed all of our favorite celebs we’re expecting a baby this year. We will have to wait for the year to end for census statistics to confirm an actual baby-boom; from a fashion perspective, however, we do see an unusual peek in interest for maternity clothing in the post-lockdown phase of 2020. As a matter of fact, on Stylight we have registered a 79% uptick in clicks worldwide for maternity clothing in Summer 2020 vs Summer 2019.. can’t be a coincidence, right?

Corona or not, millennial women are now the ones having kids, and their maternity shopping preferences resemble.. well, their usual ones. With a deeper appreciation for their changing bodies, they don’t want to hide away in shapeless dull sweatshirts: yes, they are interested in comfort and support, but still want to look as stylish as they normally would. Who said moms-to-be can’t be glam?

We’ve taken on the task to highlight the hottest millennial maternity brands out there, and list the most searched celebrity momfluencers of the year. Plus, we’ve spotted some 2020 fashion trends that are not only super fashionable right now, but they’ve also been worn by the coolest pregnant it-girls of the year. This is the Stylight Maternity-wear Report.


Which were the top searched celebrity pregnancies online?


Based on the average monthly number of Google searches, these were the celebrity pregnancies that the Internet was the most excited about in 2020! Coming in at n.1 is Nicki Minaj, with a whopping 246,000 searches a month for “Nicki Minaj pregnancy”. At n.2 is top model Gigi Hadid, with 201,000 searches a month, followed by GoT fan favourite Sophie Turner, with 135,000 searches.

(Photos: Getty Images)

Pregnancy Look Trend #1

Cottagecore is a beloved Gen Z trend characterized by a romantic and rustic aesthetic. Thanks to this trend we’ve seen the revival of cardigans, lace-lined blouses, flowy floral dresses etc. Things that sound comfy and cute, even with a baby-bump. As seen on: Katy Perry, Iskra Lawrence, Lea Michele


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So grateful 💛

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Pregnancy Look Trend #2 
Polka Dots

Polka dots are one of those things that never really go out of style – but this year they were particularly cool (especially for the cool moms-to-be). As seen on: Ciara, Katy Perry, Emma Roberts



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baby doll dress has a whole new meaning 🎀

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Pregnancy Look Trend #3 

Leather has been in general a great trend of 2020: while leather trenches have become a staple for Autumn, we’ve seen leather everywhere from dresses to shirts and blazers. As seen on: Ciara, Linda Tol


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Indian Summer @mango #mangogirls #adv

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Pregnancy Look Trend #5 
Big Collars

This retro collar-style is definitely having a moment – we’ve seen it combined with a-typical textiles or donned on dresses and sweaters. It’s also perfect for a mini-me look with the baby! As seen on: Pernille Teisbaek, Linda Tol


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After extensive research online we’ve identifies some cool up-and-coming maternity wear brands beloved by millennials and with a great social media presence.

Stylish and comfortable, Storq apparel is becoming increasingly popular worldwide. Above all, Storq is one of the pioneers of inclusiveness: in 2018, it was one of the very first maternity brands to replace all the photos in its e-shop with real models that are pregnant, postpartum or breastfeeding.

Founded in 2011 by Ariane Goldman, Hatch was born out of a desire to create chic and trendy maternity clothes to fill a void in the maternity wear market. Ten years later, the brand has physical stores and a large community of millennial moms.

Isabella Oliver
Worn by celebrities like Angelina Jolie or Jennifer Garner, Isabella Oliver’s namesake label has become to-go brand for style-conscious mothers-to-be.
For Oliver, sustainability and social responsibility go hand in hand: the UK-based brand is B Corp. certified and promotes practices such as garment recycling and local sourcing of fabrics to reduce carbon footprint.

About this report

This report is based on Stylight’s internal data collected from our 12 million monthly users across our international platforms. Click increases for the identified trends and for the maternity wear category in general are measured by comparing the timeframe going from 01.01.20 – 09.15.20 to 01.01.19 – 09.15.19. Brands were selected based on relevancy, media exposure and social media presence in maternity wear. Celebrity influencers were ranked based on average monthly search volume on Google sourced from Google Keyword Planner from 01.01.20 – 08.31.20.

written by:

Clara Del Genio

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