Gen Y Parent-hood

With the world in the palm of their hands, Millennial parents are rethinking and reinventing parenting armed with intel and imagination. Being digital natives and inherent researchers, this new-gen is optimizing child-rearing just as they’ve optimized themselves and their careers.

This lifestyle is common 
sense heavy.
Baby Werk Slowly but surely the job market is adapting to the needs of new mothers and parents. Werk is a job board focused on positions with flexible hours, remote work opportunities and little travel. Ideal for the modern careerist who wants to be home for dinner or avoid the high costs of childcare.

WERK

OUTSIDE-IN
BEAUTY All-natural beauty products are even more essential for mothers-to-be. Amareta has a kit of safe products for mothers-to-be and kits that work with hormonal changes during pregnancy and beyond. See also: Hatch Mama’s pregnancy-specific body care line and Juice Beauty’s mom-to-be curation.

Amareta

WORKING OUT FOR TWO

FPC

FPC is a haven for women who want to stay active while pregnant. Founded on the premise that the fitness industry doesn’t take expectant mothers under serious consideration, the gym utilizes fitness experts to help women work out and learn more about their pregnant bodies. With doctor-approved regimens, those expecting are able to maintain a healthy lifestyle with workouts that are beneficial to both mother and child.

APP PLANNING Women opt out of hormonal 
birth control and go natural 
with new apps that help you 
track fertility—a fitting solution for the ever growing wellness 
set and big pharma skeptics.

Natural Cycle

It just looks different.

Balenciaga

MODERN FAMILY Today’s modern family looks much different than those of yesteryear. 
Balenciaga employs a vision of the future family unit in its latest 
campaign—fathers with children against a cheesy, and eerie mall 
portrait setup. Note the no-demographic styling.

Kid Supply

OLDER, YOUNGER

Yeezy

Take the little ones into fashion consideration from the get-go. Style and taste have elevated across all demographics. Kid’s clothing looks more and more like shrunken versions of parents’ wardrobes. Twinning opportunities lie here.

Man Repeller

NO-TERNITY Pregnancy no longer hinders style. With casualization on the rise and more modest, voluminous and covered 
up styles gone mainstream, it’s easier than ever to 
skip the maternity section 
all together—not to mention more economical.
The feed comes down with baby fever.

Elizabeth de La Piedra

Pregnancy and babies call for restoration and early bed times—moms and moms-to-be are not mad about missing social engagements. They would rather Netflix and go to bed at a reasonable hour.

MATERNAL JOMO

@lapantin

@kyliespregnant

ELLE

THE SOCIAL MEDIA BABY SHOWER

With Kardashian pregnancy rumors run amok, fans are so starving for
Kylie’s confirmation that they’re photoshopping her baby bump and sending congratulations out into the ether. Even pregnant royals are fashion slideshow fodder. Enter the world of bumps as fashion accessories and baby-lebrities just a decade or so away from their imminent modeling careers.

CONSUMER CULTURE + CREATIVE THINK TANK

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