BABYSTYLE MATERNITY COLLECTION
Byline: Peter Braunstein
NEW YORK — First comes love, then comes marriage, then comes a maternity line — at least, for some notable celebrity moms.
Bloomingdale’s and babystyle.com are launching babystyle Maternity, a collection of modern maternity fashions designed in collaboration with supermodel mother-of-two Cindy Crawford, that will bow here tomorrow at Bloomingdale’s 59th Street flagship. The debut will be highlighted with a store appearance by Crawford.
“The launch of the babystyle Maternity Collection marks the first time a maternity line has been displayed alongside our ready-to-wear collections,” said Frank Doroff, executive vice president and general merchandise manager of Bloomingdale’s. “This speaks to the fact that the clothes have clean lines and are easy to wear, thanks to high-quality fabrics and fashionable cuts. I know the collection will be very popular with the fashion-conscious Bloomingdale’s customer,” Doroff added.
“This is our first offline foray into major national department stores and these pieces reflect what consumers have been responding to on the site for the last two years,” Laurie McCartney, founder and chief executive officer of babystyle, told WWD. The babystyle Maternity Collection offers two options: the Newport Collection, consisting of four everyday basics, and the New York Collection, featuring four “day-to-night” pieces.
Cindy Crawford’s relationship with babystyle dates back to 1999 and centered on Crawford’s difficulties in finding comfortable maternity clothing.
“There are enough things to worry about when you are pregnant; what to wear should not be one of them,” said Crawford, who worked in collaboration with babystyle’s design team, led by Robert D’Amour, to create a maternity line imbued with her style sensibilities. “The Fall collections,” McCartney said, “reflect a collaboration with Cindy that took place all throughout her second pregnancy this past year with daughter Kaia.”