And they're pretty genius...
Following the huge success of their debut denim line Good American, Khloé Kardashian and her business partner Emma Grede, are expanding it to include maternity jeans.
Dubbed Good Mama, it launches today on Goodamerican.com
Featuring two styles, the first called The Honeymoon is offered in a mid or low rise style and features two, non-restrictive elastic panels at the waistband that don’t leave marks and is designed to be worn during the first stages of pregnancy. The second is The Home Stretch, which are designed with an ultra-soft-belly cocoon which allows coverage near the end of the pregnancy or even after. Khloé describes it like wearing 'a legging.'
'When I actually became pregnant and started dressing my bump, I realized that there is such a gap in the market for cute, fashion-forward denim. I am such a denim and bodysuit type of girl so it really hurt my soul that I could not wear a cute pair of jeans while pregnant. That’s why decided I decided to create GOOD MAMA,' said Khloé in a statement.
'This time in a woman’s life is super exciting (I’ve been through it with my sisters!) but it can also be overwhelming, especially when it’s your first time. You shouldn’t have to worry about your clothes fitting properly or keeping you supported. We kept this in mind as we developed this collection and I can’t wait for all you new mommies and mamas-to-be to see this collection and try it for yourself,' she added.
Available in sizes 00-24, prices start from £107 approx.
Good American launched in 2016 in the US with a line of premium denim, whilst in the UK Selfridges became the first to stock it in 2017. Having started with premium denim, the brand has since expanded to included sweaters, skirts, bodysuits and accessories too.
'I am so tremendously proud of what we’ve accomplished and I am thrilled that my daughter will be surrounded by strong, confident women from all walks of life and see that beauty comes in all shapes, sizes and backgrounds,' Khloé said.
Shop the full collection here