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Sexy Maternity Wear? It's A Thing, And It's At The HATCH Pop-Up Shop

To young, fashion-forward women of Manhattan and beyond, the words "maternity clothes" are some of the dowdiest in the human language. Long ridden with unfashionable, lock-away-after-nine-months pieces of temporary-wear, the niche industry was in need of a breath of fresh air—and a serious influx of style.

Enter Ariane Goldman and her super chic collection, HATCH. Designed for women before, during, and after pregnancy, the line includes everything from slinky silk jumpsuits to classic Breton stripe tees and sleek faux-leather leggings. When we met fresh-faced Goldman at the store, she was wearing an adorable buffalo-check shirt dress from the line, cinched around her clearly unpregnant waist, and shared a story from one of her first days behind the counter. "I had a woman come into the store the other day, buy several things, and then at the last minute ask: 'My daughter's pregnant, do you have anything that would work for her?'", she recounts. Case in point: the clothes are so good, you can't tell they're technically maternity wear!

Goldman and her team decided to fête the company's two-year anniversary with the debut of its first retail outlet, a pop-up shop located in New York's SoHo neighborhood. Decorated with cozy furnishings by Serena & Lily and original artwork by Gordon Hull, the store is stocked with HATCH's full fall/winter line, as well as jewelry from Roseark, natural skincare by Mayron’s Goods and Earth Tu Face, and Marie Chantal’s elegant leather-bound diaries.

All photos courtesy of HATCHThe thoughtfully designed boutique space is a living representation of HATCH's ethos to "live with beauty everywhere: whether it’s home design to enhance, beauty to uplift, art to be loved, or books to inspire." We were certainly inspired—both by the shop's lovely interiors and decidedly stylish offerings ("maternity" or no!)
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