Target Is Launching A Maternity Line

When I was pregnant for my son, I didn't buy a ton of maternity clothes. Aside from cost, I didn't like a lot of what I came across. The pieces were either not my style or not my size; it was a frustrating shopping experience. So imagine my delight when I found out that Target is launching a maternity line. You can basically go live there now, my pregnant peers.

OK, so I'm not pregnant right now, and I don't know if I will ever be again. But it's still wonderful to know that Target is releasing a new line of maternity threads that is comfortable and fashion-forward. According to BuzzFeed, everyone's favorite big-box chain will launch Isabel Maternity, an exclusive line from designers Ingrid & Isabel. Ingrid & Isabel, if you don't know, invented the Bellaband, which allows you to wear your favorite pre-baby pants unbuttoned without the whole world knowing. (If only I knew about about the Bellaband two and a half years ago.)

The Bellaband will be among the 120 items offered by Isabel Maternity, according to Target, which announced the line Tuesday. BuzzFeed gives a sneak peak of some of these pieces: There's a cool pair of moto pants, a flowing floral dress, retro bell bottoms, and an effortless hooded cape.

Target will carry Isabel Maternity online and in most stores, with prices ranging from $9.99 to $39.99. So not only are the clothes stylish, they're affordable too.

Really, though, the launch of Isabel Maternity should be welcomed news for most pregnant people. For a long time, maternity clothes have been drab and expensive, and the options limited. But, as The Guardian explained, a shift has happened in recent years: Designers are starting to toss out the playbook, and are now making maternity clothes that last beyond the nine months. Isabel Maternity is the latest in that trend.

In fact, Isabel Maternity designer Ingrid Carney told Target of the new line,

It all comes down to innovation and focus on fit. We tested every item on real, pregnant women to ensure we were producing a reliable and flattering fit for every stage of pregnancy and beyond. The whole design process revolved around nine key principles: customized fit, function and fashion, versatility, fabrics, silhouette, color, print and pattern, details and care

My partner and I are still on the fence about whether we want to cook another bun. But if we do, I hope Isabel Maternity is still around.