This isn’t your mother’s maternity wear — Andscape

Rihanna has always been a trendsetter, so it isn’t surprising her take on maternity wear is charting new territory for women.

We’re used to seeing celebrity maternity photo shoots. The women announce they are having a baby and then all but disappear from the public eye, only to show up post-birth talking about “snapping back” after losing the weight they gained during pregnancy.

For Robyn Rihanna Fenty the goal isn’t to wear clothing to conceal how your body changes, it’s about celebrating: a new life, a new body, a new chapter. She has redefined what maternity and postpartum fashion looks like. It’s sexy, tongue in cheek, and fashion-forward.

Her designer outfits are so fashion-forward, they do not exist in mass-market retailers. Designers such as Alaïa and John Galliano aren’t typically creating clothing for women who are six months pregnant – or beyond a size 12, even. (This is one reason maternity clothing is often frumpy.) Rihanna is using her access and fame to leverage what should be an industry standard.

Like she told Vogue in her May 2022 cover story, “I’m hoping that we were able to redefine what’s considered ‘decent’ for pregnant women. My body is doing incredible things right now, and I’m not going to be ashamed of that. This time should feel celebratory. Because why should you be hiding your pregnancy?”

Earlier this year, she revealed her pregnancy during the 2023 Super Bowl halftime show, where she performed at times suspended in the air. Over the course of Rihanna’s 18-year career, one thing is true: She is always having fun.