How Pregnant Rihanna Is 'Empowering' Women With 'Sexy' Maternity Style

Rihanna continues to kill it in the fashion stakes as she shows off her baby bump and a source exclusively tells Life & Style it’s a huge source of fun for her and partner ASAP Rocky – as she looks to mix business with pleasure by expanding her pregnancy fashion range.

“Rihanna has totally changed the maternity fashion game, she’s extremely proud of that and being pregnant again has inspired her to design even more stuff that pushes the envelope. She loves showing off her bump and her curves and she wants other women to feel that same confidence to flaunt their bump,” the insider reveals.

“She thinks pregnant women should feel sexy and empowered, that’s how she feels when she’s pregnant, that’s what drives a lot of her design ideas. Rocky gives his input on her style too. He loves picking out outfits for her and he’s helping design some of the looks in her maternity line as well. They have a lot of fun bouncing ideas off each other and then seeing them come to life,” the source reveals.

“Rihanna sees this as the perfect time to grow her brand and celebrate motherhood in her own unapologetic way. She sees this as a way to empower women, and the bonus is she’s making a killing off it at the same time,” the insider adds.

The “Stay” songstress, 37, announced her pregnancy with baby No. 3 by debuting her baby bump at the Met Gala on May 5. Rihanna slayed in a custom Marc Jacobs suit-dress with a wide-brimmed hat in celebration of the theme “Superfine: Tailoring Black Style.”

RiRi followed up that look with a stunning gown at the Cannes Film Festival premiere of Highest 2 Lowest on May 19. The dress featured sexy left-side cutouts that partially displayed her bare bump.

The “Diamonds” singer began pushing the fashion limits with racy maternity style during her pregnancy with her and Rocky’s first son, RZA, who was born in May 2022. The couple added baby No. 2, son Riot, to their family when Rihanna gave birth in August 2023.

“It’s been me personally saying, I’m not going to buy maternity clothes. I’m not gonna buy maternity pants, jeans, dresses, or [do] whatever society told me to do before,” Rihanna told Bustle in March 2022 about how she was dressing amid her first pregnancy.

She continued, “When I saw women dress during their pregnancy [in the past], I’d think that that was the only way. So, I challenged myself to push it further and really just have fun with [maternity style]. Because there’s nothing more fun than a challenge for me. Like that’s where I get creative. That’s where I’m forced to come up with new ideas and new ways to make it work.”

Rihanna released maternity capsule collection “for moms and moms-to-be” through her Savage x Fenty lingerie and loungewear line in 2023, and the items are still fast-sellers today.

The Fenty Beauty founder told Vogue at the time that her maternity collection was “about bringing that confidence and comfort to moms at every stage of their journeys. I want to remind people that you can still channel sexiness and feel good while being a parent.”

The bralettes designed by the entrepreneur include “nursing clasps at the straps” and “full maternity sling layers for easy single-handed fastening.” She also sells an oversize T-shirt with “Make more babies” written across the front.