Target adds L.A.-born maternity line Chairakruza to its maternity selection
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Target is expanding its maternity offerings beyond Liz Lange -- for the first time ever.
Starting Feb. 15, the mega-retailer will be test-driving Chairakruza, a maternity line that incubated in Los Angeles.
The 16-piece collection targets the hip Hollywood mom-to-be; there’s far less suiting than in Lange’s line, and more California-style daily wear, including jeans, leggings and stylized knit tops.
Designed by Stephanie Boye, who lived in Los Angeles for years before recently relocating to Pennsylvania, the line is known for its great-fitting jeans and pants -- arguably the most integral item in a pregnant woman’s wardrobe.
‘I always try to take inspiration from what I actually wear,’ said Boye. ‘[Designs] come from what is popular in the celebrity world. Because in L.A., designers can get [clothes] on celebrities. When I see people like Madonna and Nicole Richie pregnant ... my idea of what’s pretty in pregnancy changes. I think Liz Lange is known for her suiting and a certain New York feel. We do the opposite of that really well.’
Chairakruza will debut in more than 175 Target stores throughout the country -- including most L.A.-area locations -- as well as on target.com. The collection ranges from size 0 to 18 and retails from $19.99 to $34.99.
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