Molly Sims has signed a licensing agreement with Thyme Maternity as creative director of the new Molly Sims for Stork & Babe label.
This story first appeared in the August 12, 2013 issue of WWD. Subscribe Today.
The contemporary maternity collection will be runway-inspired and the model-actress will oversee the design process with final product approval. Sims — whose favorite designers include Helmut Lang, Rag & Bone and Theyskens’ Theory — said she decided to do a maternity line because she couldn’t find edgy, on-trend clothes to wear during her first pregnancy last year.
“I was disappointed with the selections being offered in maternity stores and as a fashion-forward mom, I kept asking myself why all the clothes looked the same. When you are eight or nine months pregnant, you put a sack on and you feel like a hippo,” said Sims. “When you’re pregnant, your body is out of control. For me, I couldn’t control my body but I could control my fashion. I actually bought clothes in bigger sizes from designers I typically wear like Rag & Bone. I wanted to be comfortable but still wanted to look good, because when you’re in the public eye and having your picture taken all of the time, it’s important you look good.
“When I wore a cute outfit during my pregnancy I felt better,” said Sims.
For Sims, it was paramount that she collaborate with a seasoned specialist of maternity apparel.
“I had met with a lot of people in the garment industry, but they just don’t get it. I wanted to partner with someone who has a lot of experience with maternity wear, who understands how a pregnant women feels and how she wears it [the garment],” she said.
Suggested retail prices will average around $85, with knit tops, blouses and sweaters ranging from $50 to $90, and pants and jeans between $95 and $110. A range of dresses will be priced in the $110 range. Sizes will be 1, 2, 3 and 4.
Distribution for spring will be aimed at mid-to-high-end department stores, specialty boutiques, and e-commerce sites in the U.S. Meetings to show the collection to retailers are being planned to coincide with New York Fashion Week, which is scheduled Sept. 5 to 12.
“We have the expertise and resources to bring Molly’s creative vision to life,” said Jon Plens, president of Thyme Maternity. “Molly Sims for Stork & Babe will offer U.S. moms-to-be quality fashion choices for this new life stage.”
Part of Reitmans (Canada) Ltd., the company launched its Thyme Maternity brand in the U.S. in November 2012 at 150 Babies ‘R’ Us locations. The Molly Sims for Stork & Babe line is a separate collaboration.
DMA United structured the deal with Molly Sims on behalf of Thyme, and is leading negotiations with prospective retail partners in the U.S.