Hong Kong maternity wear gets hip

Tent-like proportions, frumpy frills and black everything. It's as if the bulk of maternity fashion was made for women, who, having conceived, are mourning their condition, while their sense of style has been removed. This is what some claim the niche market has, until recently, offered mothers-to-be in Hong Kong.

Fortunately, a handful of dedicated retailers are changing the scene. They've tapped into Hong Kong's entrepreneurial spirit, too, inspired by ambitious women who won't settle for any old thing, least of all during a nine-month stretch when the wine is well out of reach.

Mayarya is one such venture that has made significant strides with a stand-alone shop in Sheung Wan. Designer Reika Shetty says she opened the shop in response to a lack of fashionable options for pregnant women.

"Most retailers in Hong Kong either import traditional maternity wear from China that is very frumpy, or expensive brands mostly from the UK that we respect," she says. "Maternity fashion here still remains quite traditional with most women sticking to the preconceived notion that maternity is short-lived and they can compromise on style. There are a few brands that defy that traditional mindset and we are proud to say that we started that trend."

Along with Mayarya's own designs, the store stocks popular international brands such as a Kate Middleton favourite Paige Jeans, Belgian label Fragile, supportwear experts Blanqi and Japanese brand Sweet Mommy. But it is the brand's own designs that have taken off, boasting celebrity fans such as Canto-pop stars Gigi Leung, Cara Grogan and Ella Koon.

Shetty attributes Mayarya's success to the company's understanding of what mothers-to-be want from a maternity wardrobe. "They are looking for fashion that is comfortable but doesn't compromise on style. They are also looking for unique prints, and we are collaborating with a British designer who does prints by hand exclusively for us," she adds.