Singer and fashion mogul Jessica Simpson, who recently gave birth to her first child, Maxwell Drew Johnson, earlier this month, will be expanding her fashion empire to open a maternity line this fall. Simpson will debut a full line of maternity attire between Camuto Group, the licensee behind the Jessica Simpson Collection, and Destination Maternity, the world's leading maternity apparel retailer.
The collection, which will apparently be filled with "breezy, everyday pieces," according to a press release issued by Destination Maternity Corporation on Monday, will also have a vintage 1970s feel to them, which would include a mixture of patterns and textures to give a "cool, relaxed vibe." Simpson's maternity line will also feature flowing maxi dresses, form-fitting jersey-knit dresses, denim used in an assortment of leggings and washings, and vintage print tops to emulate the designer's casual style.
"I'm so excited to partner with Destination Maternity to design a collection of fashionable styles that make you look and feel great!" Simpson said, "You want to wear clothes that are flattering to your baby bump; you want to show your bump off."
The new line, officially labeled Jessica Simpson Maternity, will be available at 700 locations, including Macy's, Destination Maternity Stores, and Motherhood Maternity, at prices starting from $35, according to the press release. In addition to the vintage apparel, the maternity line will include contemporary pieces like jackets, blazers, sweaters, and essential knits, all especially made to emphasize the expecting mother's growing baby bump while keeping a level of stylist comfort.
"We are thrilled to join the Jessica Simpson brand family," said Ed Krell, Chief Executive Officer of Destination Maternity Corporation. "As the world's leading maternity apparel retailer, we are dedicated to being the first to bring what's new and exciting in maternity fashion to our customers. The Jessica Simpson® Maternity line is a natural partnership between one of the most important style icons for young women around the world and the leader in maternity apparel."
The maternity line is the 24th in the Jessica Simpson Collection product classifications, which include sunglasses, handbags, swimwear, perfume, belts, legwear, jewelry, slippers, luggage, dresses, sportswear, coats, and footwear, all sold in over 2,500 locations worldwide or on Simpson's official website, JessicaSimpson.com. Forbes estimated in December 2010 that the fashion empire named after Simpson was worth a reported $1 billion by 2011, though Simpson herself, who sold the master license of her brand and right to market her name worldwide to Camuto Group in 2005, earned roughly $15-20 million.
