On-trend clothes for the mom-to-be.

By Sarah Yang
Updated July 11, 2017
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Isabel Maternity Target
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Searching for maternity clothes can sometimes turn into a struggle. Some options aren’t your particular style, while others feel a bit too pricey to splurge on when you’re only going to wear the pieces for a few months. This news might change everything: Target is launching a new (and affordable) maternity line: Isabel Maternity by Ingrid & Isabel.

The line is a partnership with Target and high-end maternity brand Ingrid & Isabel, which specializes in on-trend, fit-focused clothes. The new line will feature 120 items that are comfortable and flattering, from denim options to activewear to dressier pieces. And since Ingrid & Isabel created the popular Bellaband—a panel that allows women to wear their pre-pregnancy pants for a little while longer—customers can look forward to an exclusive Bellaband for Target in the new collection, plus an Afterband which provides some comfort for mom post-birth.

“It all comes down to innovation and focus on fit,” Ingrid Carney, founder and CEO of Ingrid & Isabel, said in a press release. “We tested every item on real, pregnant women to ensure we were producing a reliable and flattering fit for every stage of pregnancy and beyond.”

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This news comes a week after Target announced that it’s retiring its Merona and Mossimo brands and launching 12 new ones through 2018 that are tailor-made for customers’ needs.

The new line will be available starting July 30th in stores and online, with prices ranging from $9.99 to $39.99.