When Ariane Goldman was pregnant with her first child, she found herself facing a familiar dilemma: why did maternity clothes feel so uninspiring? Determined to create something better, she launched HATCH in 2011 with a simple idea, beautifully made pieces that women could wear during pregnancy and long afterwards.
More than a decade later, HATCH has become a go-to label for modern mothers, and this month the brand is opening its first UK store on King’s Road. We spoke to Goldman about designing for real motherhood, navigating the fourth trimester, and why maternity fashion should feel timeless, comfortable, and empowering.
Motherhood and maternity style with Ariane Goldman…
Can you tell us a little about your journey into maternity fashion? What inspired you to start HATCH in 2011?
I didn’t set out to start a maternity brand, I set out to solve a very real problem I was experiencing. When I was pregnant with my first child, I was surprised by how limited the options were. So much of what I saw felt either overly trend-driven or overly practical, and none of it reflected how I actually wanted to feel during pregnancy. I wanted pieces that felt considered, modern and most importantly, wearable beyond one moment in time. HATCH started very simply; I wanted pieces that would work during pregnancy but wouldn’t suddenly feel irrelevant afterwords, because motherhood doesn’t begin and end at nine months. It was always considering women, before, during, and after pregnancy.
As a mother yourself, how has your own experience shaped the way you design for pregnant and postpartum women?
Becoming a mother changes everything—your body, your identity, your pace, and it doesn’t happen neatly or all at once. This experience really shapes how we think about design at HATCH. We’re always asking: How does this actually feel to wear? Does it make life easier? Does it help someone feel like themselves? How can I still be me as my body is changing? We don’t design for an idealised version of motherhood. We design for real life, for women who are navigating change and still want to feel confident, comfortable, and grounded in who they are.
Sustainability is increasingly important in fashion. How does HATCH approach quality, longevity, and ethical production?
For us, sustainability starts with making fewer, better things. If a piece only works for a few months, that’s not a thoughtful design. We focus on quality fabrics, timeless silhouettes, and construction that holds up, so pieces can live in your wardrobe long after pregnancy.
What advice would you give to new mothers navigating the postpartum (or fourth trimester) period, both in terms of style and self-care?
Be gentler with yourself, more than you think you need to be. The fourth trimester can feel disorienting both physically and emotionally and there’s so much pressure to “bounce back.” There are no expectations, no rules. Enjoy this moment and be easy on yourself as you find your next “you.”
HATCH is opening its first UK store on King’s Road this month. What can London mums expect from the in-store experience?
We’ve had so many women ask us to open in London over the years and so we’re really excited to open our first European flagship on King’s Road. It feels like the right setting for how we want HATCH to exist in London. The store is designed to feel welcoming and intuitive, not overwhelming. It’s a place where women can take their time, ask questions, try things on properly, and feel supported. Whether you’re pregnant, postpartum, or years into motherhood, the goal is to make the experience feel thoughtful and human, not transactional.
What inspired the interactive features like the cravings bar and prosthetic bumps for trying on clothes?
HATCH is about welcoming women into the unknown journey of motherhood with open arms and the surprise and delights that go with it. Pregnancy can be intense, emotional, and physical but it can also be funny and surprising. Oue interactive elements acknowledge that. The cravings bar is playful, but it also immediately breaks the ice and gives her something to indulge in. The prosthetic bumps are practical as they help women understand how clothing will look as their bodies change. Both are about making the experience more engaging and more real, and easier to envision.
How important is it for you to create a joyful, empowering environment in-store, not just online?
It’s incredibly important. Motherhood comes with so many expectations and shopping doesn’t need to add to that pressure. HATCH is meant to feel like a place where women can exhale a little. Creating a space that feels warm, calm, and considered is part of how we care for women, especially during a time when they’re often putting everyone else first.
Do you have a personal “go-to” HATCH piece that you reach for again and again?
I’ve always been obsessed with our classic button downs. Easy to throw on (pregnant or not) and they’re perfect over leggings or a jean short. I also love our undies, so soft and breathable–my entire drawer is HATCH underpinnings (and my girls are in grade school).
And finally, outside of fashion, what helps you recharge and stay inspired as a busy mum and entrepreneur?
I’ve learned that recharging doesn’t always mean a big reset. It’s often small moments like time with my family, getting outside, moving my body, or quiet mornings when I can think clearly. I love tennis as it helps take my mind off the things and taking my girls to school in the morning lets me connect with them, dance a little in the car, and start the day with quality time and conversation I might miss given a busy schedule.
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