Molly Sims Inks Deal for Stork & Babe
Molly Sims has signed a licensing deal with Thyme Maternity to become creative director of the new Molly Sims for Stork & Babe label.
The contemporary maternity line will be runway-inspired and be overseen by the model-actress. Sims said she wanted to do a maternity line because she had a hard time finding edgy, on-trend clothes to wear during her first pregnancy last year. Sims names labels like Rag & Bone and Helmut Lang as her favorite go-to's for everyday.
"I was disappointed with the selections being offered in maternity stores and as a fashion-forward mom, I kept asking myself why all the clothes looked the same. When you are eight or nine months pregnant, you put a sack on and you feel like a hippo," said Sims. "When you're pregnant, your body is out of control. For me, I couldn't control my body but I could control my fashion. I actually bought clothes in bigger sizes from designers I typically wear like Rag & Bone. I wanted to be comfortable but still wanted to look good, because when you're in the public eye and having your picture taken all of the time, it's important you look good.
"When I wore a cute outfit during my pregnancy I felt better," said Sims.
Sims felt it was especially important to collaborate with a seasoned specialist in maternity.
"I had met with a lot of people in the garment industry, but they just don't get it. I wanted to partner with someone who has a lot of experience with maternity wear, who understands how a pregnant women feels and how she wears it [the garment]," she said.
Stork & Babe's prices will average around $85, with knit tops, blouses and sweaters ranging from $50 to $90, and pants and jeans between $95 and $110. The collection of dresses will be priced in the $110 range. Sizes will be 1, 2, 3 and 4. Distribution for spring will be aimed at mid-to-high-end department stores as well as specialty boutiques and e-commerce sites in the U.S.
"We have the expertise and resources to bring Molly's creative vision to life," said Jon Plens, president of Thyme Maternity. "Molly Sims for Stork & Babe will offer U.S. moms-to-be quality fashion choices for this new life stage."