She says it’s important to her to make a connection through humor—”not to make fun, but to say, the reality is this: You’re busy, you’re sleep-deprived, and that’s why these clothes are helpful … You’re chasing a child around a wedding: it’s a funny image, but you’re going to look great in this linen outfit.”
The art director chose to use all lowercase Frutiger in the catalog cover lines and headlines out of a feeling that this case is clearer, more legible, friendlier and “more mom-and-baby-like,” Eckart says. Lowercase letters “interact together” better than all uppercase. The typeface Sabon is used for body copy.
A main selling point of the clothing is the freedom it grants mothers to nurse, so an integral part of the creative mission at Motherwear is to show women breastfeeding in many settings.
For Motherwear’s photo shoots, Eckart starts working months in advance. After the clothing designer hands off that season’s line to her, the two of them figure out the salient features of each garment, and where women would likely wear it. At that point, the garments are already on spreads, so Eckart thinks about the “story” of each spread, then starts looking for locations that will work for them.
Eckart enjoys the challenge of coming up with new concepts, asking herself: “What’s the story we’re trying to tell, to keep it new and fresh each season? … It’s fun to put yourself in someone else’s brain and try to figure out what they’ll find cute,” she says. “That’s a big word around here: cute!”
Once Eckart has completed the final layouts, the creative team starts looking for models. After finding non-professional models too time consuming (see “Choosing the Right Models,” October Catalog Success, p. 18), Motherwear began using professionals who’ve recently given birth and are nursing.