MOM JEANS: It was gloomy skies on Abbot Kinney Wednesday morning as guests gathered on the second floor of trendy Abbot Kinney restaurant Gjelina.
They celebrated, over a spread of fresh fruit and frittatas, the launch of Christy Turlington Burns’ and Citizens of Humanity’s second maternity denim collection.
The two first paired last year on a small collection sold at A Pea in the Pod. This time around the collection of four styles is being sold exclusively at online retailer Shopbop.com beginning today.
With each pair of jeans bought by Shopbop, $40 goes to Turlington Burns’ Every Mother Counts nonprofit.
“When we looked at partners, it’s not just to raise money,” said Turlington Burns, who screened her new documentary “Every Mile, Every Mother” the evening before. “It’s a larger platform to educate people on maternal health.”
This second iteration of the collaboration is more contemporary to fit the Shopbop customer with flare legs and boyfriend cuts, said Citizens of Humanity president Amy Williams.
“They’re all great,” Turlington Burns said of the pieces in the collection. “The last time I was pregnant, I pretty much sized up on all of the clothes I had. There’s just so many options now.”
Maternity is a growing segment for Shopbop, according to fashion director Elle Strauss, who is based out of the company’s New York office.
The retailer carries between 10 and 15 maternity brands, according to Strauss.
“It’s something that we’re very selective around,” she said of the maternity brands it works with. “It’s one of those markets that’s still developing.”