Jessica Simpson, who finally gave birth to a baby girl, Maxwell Drew, on May 1, is still in expansion mode.
Camuto Group, the master licensee of the Jessica Simpson Collection, has signed a deal with Destination Maternity to design, produce and distribute maternity apparel bearing Simpson’s name. The deal marks the 24th product classification for Simpson, whose fashion empire is headed toward $1 billion in retail sales by the end of this year, and includes footwear, outerwear, sunglasses, handbags, dresses, jeanswear, jewelry and sportswear.
“I’m [pleased] to partner with Destination Maternity to design a collection of fashionable styles that make you look and feel great,” said Simpson. “You want to wear clothes that are flattering to your baby bump; you want to show your bump off.”
Chris Daniel, president of Destination Maternity, told WWD, that as soon as they heard Simpson was pregnant, they were eager to do a deal. “It was a natural for us. She’s very well known for style and fashion and the great work she’s been doing growing her brand with the Camuto Group.”
The collection is designed with a vintage Seventies feel. It contains signature denim in a variety of washes and leggings, as well as vintage print tops, flowing maxis and form-fitting jersey knit dresses. Jackets, blazers and chunky relaxed sweaters and knits round out the offering. Bottoms retail from $36 to $59 for printed and sateen denim. Knit tops are $36, dresses and blouses are $59 and sweaters and capes are $69. The collection hits stores this fall and will be available in over 700 retail locations, including Motherhood Maternity, Destination Maternity, as well as Destination Maternity shop-in-shops within Macy’s.
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