Liz Lange is entering a new phase of womanhood.

This story first appeared in the January 13, 2010 issue of WWD. Subscribe Today.

The designer, known best for her maternity collections — one exclusive to Target and a higher-end line sold at specialty boutiques nationwide — will try her hand at a non-maternity sportswear collection called Completely Me by Liz Lange. The collection will be sold exclusively on HSN, launching on the network Feb. 19 at 8 p.m.

“This is something I’ve been wanting to do for some time,” Lange said. “ When I had my maternity stores, I was always with the customers. That was what I loved the most about what I was doing.”

The partnership between Lange and HSN materialized when BlueStar Alliance, Lange’s parent company, began talks with Tiger J, a New York-based apparel manufacturer that works regularly with companies such as ShopNBC, QVC and HSN, last year. Tiger J produced the collection and took the idea to HSN. At the same time, Lange made a guest appearance on Stefani Greenfield’s “Curations” show on the network, selling out of the limited edition designs she created for the show in hours. In addition, the designer has previously worked with Mindy Grossman, HSN’s chief executive officer.

“When I was at Nike, I approached Liz back in 2000 to do a Liz Lange maternity athletic collection for us and it ended up being a great partnership,” Grossman explained. “I originally went to her because I thought she had this great sense of style. She had this way of making comfortable but stylish clothing, and she has this fabulous connection with her customers.”

Consequently, Grossman and Lange decided to team up again for Completely Me by Liz Lange. The collection includes a full range of sportswear items all retailing for less than $100 each. Heavily knit-based, the line ranges from a pair of knit leggings for $24.90 to an embellished knit top for $44.90 to a heavy knit double-breasted sweater jacket for $69.90. Also, there are sweaters, dresses and tunics in a spring color palette that includes navy, white, turquoise, bright orange and lime green.

“Much like when I design the maternity lines, I wanted this line to be easy, comfortable but still chic, which is why it’s so heavily knit and stretch based,” said Lange.

Lange said while designing the line, she was inspired by some of her favorite vacation spots — the Hamptons, Capri, Palm Beach and Nantucket, as well as American-style icons like Jackie Kennedy and Babe Paley.

Grossman said she’s looking forward to introducing a new side of Liz Lange to the HSN audience.

In addition to the Feb. 19 launch show, the collection will be sold on the network on Feb. 20 at 8 a.m., with additional shows in April, May and throughout the year. The brand will also be available on

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