"Not cutesy, frumpy, extra tea party-ish kind of clothes." When Alia Bhatt spoke to Brut about her pregnancy woes over finding maternity clothes.
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00:00I started really manipulating my own wardrobe, adding elastic to my jeans, you know, taking my husband's shirts and stuff like that.
00:22You start your pregnancy journey, your body doesn't change immediately.
00:25But the anticipation of it changing and the anticipation of not knowing where to go, what sizes to pick, what to buy, it really gives you a lot of anxiety.
00:39I genuinely faced that difficulty to understand what styles will eventually look good on me.
00:44And more than anything, what sizes am I supposed to buy? How is it going to fit me?
00:49I don't know why all maternity clothes have a very not cool, normal, natural vibe to it.
00:56So I started really manipulating my own wardrobe, adding elastic to my jeans, you know, taking my husband's shirts and stuff like that.
01:06So Ed comes from Edward and I'm Ed's mama.
01:22So we were sitting on inventory for a couple of months.
01:34We finally couldn't hold on to it anymore and we went live with it in the month of September.
01:39So we went live in autumn, winter with the spring summer collection.
01:42I wanted to invest in styles that I could wear during my pregnancy, but also beyond.
01:56Not those extremely cutesy, frumpy, a bit extra tea party-ish kind of clothes.
02:12Just front opening clothes. And that was a feedback that we got.
02:17And in fact, instantly, literally, as I delivered in like two weeks, I was on a Zoom call with the team,
02:25talking about what styles we should do, what problems I am facing, what we need to do, etc.
02:30I get very, very involved in, say, color palettes.
02:42I get very thrown off when certain colors in a photo, for example, are not nicely and not soothingly placed together.
02:50It really distracts me. So I literally can't sometimes make them go shoot it again.
02:54I'm all about the aesthetics of the website page. I'm all about how we're going to market it.
02:59Earlier, maybe I was filling a gap in the market, but now I'm filling a gap in my life.
03:03And that's always really personal. And I'm way more invested now.