It’s Here! Hatch Launches Fourth Trimester: The After Baby Collection
Written by Erin Feher
Photography by Photography courtesy of HATCH
HATCH has long been the go-to brand for mamas-to-be looking to maintain some serious style while working a baby bump. The brand can be credited for giving maternity wear a much-needed makeover, and thankfully, other companies have since upped their own maternity games in an effort to follow suit. Now, HATCH is hoping to set the standard for another momentous moment in the lives of new mamas—that hazy fourth trimester, or the 12 weeks following birth, when our bodies are healing, changing almost daily, and working hard to nourish and comfort a new life. “As a woman-led company dedicated to mothers, we’re familiar with the emotions that come along with the many stages of pre- and postpartum life. The fourth trimester might just be the most challenging one, as once the baby arrives, the focus quickly shifts from mother to newborn,” says HATCH founder and CEO Ariane Goldman (whom we’ve previously profiled). “Quite often the needs of mom fall by the wayside. With this in mind, we wanted to create a collection of cozy, stylish, functional underpinnings that would make the transition from pregnancy to motherhood a little bit easier.”
The extensive new Fourth Trimester collection features minimalist nursing bras, stretchy and soft belly-hugging briefs, organic PJs, and nighties, jumpers, and sleep shirts designed for all-day nursing and lounging. Ariane explains, “With all of our loungewear and fourth trimester styles, we also wanted to be mindful of lightweight fabrics that incorporate practical details to make access to nursing easy and stylish. These pieces feature design accents to make mom feel like herself, so whether she’s relaxing at home or hosting the in-laws who pop by, we’re always thinking of her needs.” HATCH also knows that quality and sustainability are top priorities for mamas, so pieces like the the Nursing Tank and the Everyday Brief are Made in Green by Oeko-Tex certified, meaning all fabric was made with materials that have been tested for harmful substances, in environmentally friendly facilities, and in safe and socially responsible workplaces.
And of course, HATCH knows the difference the right model makes. The brand photographed their latest line on a diverse group of real brand-new or expecting mamas, all with their babies in tow. “The campaign for Fourth Trimester: Afterbaby is designed to support women of all colors, backgrounds, shapes, and struggles—literally and figuratively—and illustrate the reality of motherhood. By shooting the intimate, often private moments between mothers and their babies, we captured every leak, spill, wrinkle and stretch mark that women proudly wear as their badge of honor during this time. We hope this collection will normalize and validate the emotions and experiences of this often-overlooked period of time in motherhood.”
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