Levi’s is expanding its maternity range, providing expecting mothers more stylish alternatives than nine months of stretch leggings.
The Signature by Levi Strauss & Co. line introduced the Baby Bump fit, designed for early pregnancy and post-baby bodies. Rather than a full stretch band at the waist, the jeans feature only a front panel and an elasticized waistband. The Baby Bump fit is available in two cuts and washes, the Slim Boyfriend and the Skinny.
The concept for the new fit was inspired by Leigh Healy, director of merchandising for Signature by Levi Strauss & Co. and Denizen from Levi’s, and the challenges she faced during her own pregnancy. Her final months of pregnancy were spent in leggings and her Trucker jacket.
“Wanting to look stylish and be comfortable doesn’t stop just because you are expecting a baby, and that’s what we try to deliver for all of our consumers,” Healy said. “So getting into maternity seemed like a natural fit.”
The Baby Bump fit builds on Signature by Levi Strauss & Co.’s first effort in maternity denim. In 2017, the brand bowed maternity on Amazon with a Midrise Skinny fit. Soon after, Levi’s added an ankle skinny, slim boyfriend and shorts to the line.
The collection is available on Levis.com. More fits and washes are planned.
