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L’Agence and Hatch Elevate Maternity Jeans

With famous mom-to-be Rihanna stepping out in jeans to announce her pregnancy, maternity fashion is back in the spotlight.

Women’s label L’Agence is adapting its California-meets-Paris styling for the $18.4 billion category. The Los Angeles-based brand, known for premium jeans and elevated basics drawing a celebrity fan base that includes Angelina Jolie, Cindy Crawford and Kaia Crawford, recently introduced its first line of maternity jeans.

The six-piece collection is based on three of the brand’s core jeans styles—the cropped Sada, straight-leg Oriana and skinny Margot—offered in indigo and black washes. The indigo styles use blends with Repreve recycled fiber.

Subtle details like raw edge hems and tonal buttons are used throughout the collection. Each jean features a contoured waist band and elastic panels at the front pockets, providing “soft support” while maintaining a classic denim look.

“The launch of our maternity collection is the next step forward in our strategy to becoming a full lifestyle brand,” said Jeff Rudes, L’Agence CEO. “The L’Agence woman does it all, from her professional to family life, and we want to be an essential part of her style journey, every step of the way.”

The maternity jeans are available in sizes 23-34 and retail for $265-$305.

L’Agence’s foray into maternity denim follows Hatch’s maternity denim re-launch.

Hatch’s collection offers a full range of fits, including cropped, boyfriend and slim jeans as well as denim overalls, cutoff shorts, jacket and button-down shirt. Bottoms feature a bamboo/spandex “wedge” panel that stretches as the wearer’s belly grows. For a personal touch, jeans have a place inside each pair for the wearer to mark her own due date.

The collection is available in sizes 25-34 and XS-XL and retails for $148-$248.

Though the Meghan Markle-approved maternity brand previously partnered with Current/Elliott on denim, the new collection marks its first go at developing a premium range in-house. Hatch stated that it took over a year to develop, noting that it worked with a factory focused on laser technology to reduce water waste and partnered with a sustainable, eco-focused mill for fabric sourcing. Fabrics include sustainable fibers like Tencel and post-consumer recycled cotton.

Additionally, all of the packaging was designed with the environment in mind. Paper hang tags are made with plant-seed paper and feature recycled cotton branding labels.