Yummy mummies take to the catwalk as New York Fashion Week set to star a mothers-only runway show
For the first time, a moms-only catwalk show, featuring fashion styles targeted at busy mothers and modelled by moms, will be included in the New York Fashion Week line-up.
Strut: The Fashionable Mom Show will, according to WWD, give women inspiration when it comes to wearing outfits that are not simply kid-friendly but can be easily transformed to take a mom from homes to workplaces to evenings out.
While the glamorous environs of the Lincoln Center's fashion hub may not spring to mind when it comes to motherhood, it stands to reason that the initiative will have wide appeal.
Fashion for real women: For the first time, a moms-only catwalk show will feature at New York Fashion Week. Here, a model is seen at a Liz Lange show in 2005
Partly the brainchild of Melissa Gerstein and Denise Albert – aka The Moms, stars of WNBS show, Moms & the City and a Dad Named David – the show is an attempt to cater to the needs of the U.S.'s 84 million moms.
Stephanie Winston Wolkoff, director of fashion at Lincoln Center, said that while she sees fashion and motherhood as 'inextricably connected… navigating a balance between the two is never easy.'
Suitably at-home-parent friendly, the show will be live-streamed and blogged, showing the strutting mummies in all their glory.
The fashion newspaper reports that, according to sources, Shoshanna, Pea in the Pod and Ramy Brook will be among the fashion labels featuring in the show.
Yummy mummies: Melissa Gerstein, left, and Denise Albert are co-presenting the event, hoped to tap into the spending power of America's 84 million moms
When it comes to the pool of model mothers from whom the line-up can be chosen, organisers are spoilt.
Victoria's Secret Angels, Miranda Kerr, Alessandra Ambrosio and Adriana Lima are all mothers, as are Kate Moss, Jourdan Dunn and Gisele Bundchen.
Co-hosts of the event, Big Fuel, are confident that the idea, which will come to life on the last day of next month's bi-annual fashion showcase, is grounded in sound commercial wisdom.
The agency's Holly Pavlika told WWD: 'Moms are often a household’s ‘chief purchasing officer,’ making or influencing about 85 per cent of all purchases from retail to health care, automobiles, finances and more.'