Liz, I’m thrilled to have you, a savvy entrepreneur and mom grace our blog. I don’t think Liz Lange Maternity needs much introduction– most of our mom readers know this well-known, fantastic brand. I loved my Liz Lange Maternity clothes when I was pregnant- comfort, style, affordability. Please tell us the story of how Liz Lange Maternity was born.
I never intended to be a fashion designer or an entrepreneur. I graduated from Brown with a BA in Comparative Literature. And after working at Vogue for a few years, I left to go work for a struggling fashion designer whose work I admired. While there, and in my 20s, my friends started to get pregnant (I myself was not pregnant, but I was newly married and it was that time in my life.) They all had the same complaint– that they couldn’t find anything that they liked to wear while pregnant (This was 1996 – maternity apparel landscape was very, very different!)
I noticed 2 things that led to my aha moment: my friends were spending (they had no choice, nothing in their closets fit!) So I knew that pregnant women were definitely spending on their maternity wardrobes, and they were spending on items they didn’t like. And two, that they looked much better when squeezed into a stretch tight non-maternity outfit than in an oversized traditional maternity outfit. So I thought, “I get it, maternity clothing needs to be fitted and stretchy and women will buy it because they will like it and they will actually look great.”