Los Angeles-based fashion brand Good American announces the launch of its new maternity denim collection.
Dubbed ‘Good Mama’, the collection features two parts, the first being a set of core basics and the second being a more trend-driven fashionable segment. The entire line will launch officially on 15 March 2018 with a retail range of US $ 150 to US $ 180.
Co-owned by reality TV star Khloé Kardashian (of Keeping Up with the Kardashians fame) and Emma Grede, the brand is targeted at curvier women and develops sizes with an all-embracing range from 00 to 24 and the maternity line will be no different.
The first series of sizes, for the earlier stages in the pregnancy, are called ‘The Honeymoon’ fit while another end is titled, ‘The Home Stretch’, taking care of the entire cycle for expectant and new mothers.
Kardashian, who is also carrying her first child at the moment, explained the need to create this collection saying, “When I got pregnant and started dressing my bump, I realized that there is such a gap in the market for cute, fashion-forward denim.”
Apart from Khloé’s own step-sister Kylie Jenner who just became a new mom, several mega influencers like Chiara Ferragani, Chriselle Lim, Leandra Medine, and Arielle Charnas announced their pregnancies during last quarter of 2017 and early 2018.
This is an important period for maternal wear brands and even mainstream labels to take lead in this crucial niche segment. The new moms list does not fit into the typical subdivision of ‘mom bloggers’ and is an important opportunity for brands to cater to a market of moms who do not fit into the traditional mould of motherhood either.