Target Announces Isabel Maternity Collection

As if we needed another reason to shop at Target: On Tuesday, the retailer announced the upcoming debut of the Isabel Maternity by Ingrid & Isabel line—and this expectant mama is already putting together her wish-list!

Isabel Maternity hits Target

The adorable + affordable maternity collection will be available in Target stores and at Target.com at the end of this month.

“We know pregnancy is an important life moment, and we’ve set our sights on becoming the ultimate destination for moms-to-be—that begins with helping mom look and feel her best during all stages of her pregnancy and after,” Target’s chief merchandising officer, Mark Tritton, said in a press release. “By partnering with Ingrid & Isabel—a true trailblazer—we hope to make mom’s journey into motherhood more easy, comfortable, fun and, of course, stylish.”

And a look through the items for sale makes it apparent the collection was designed by someone who gets modern maternity wear: As Ingrid Carney, co-creator of Isabel & Ingird, said in the press-release, the line was inspired by her own pregnancy.

“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,” Carney said. “The whole design process revolved around nine key principles: customized fit, function and fashion, versatility, fabrics, silhouette, color, print and pattern, details and care.”

Although Isabel & Ingrid maternity clothes have been available in Target for years, this marks the first creative partnership between the two companies.

The first round of the collection will include 120 swoon-worthy maternity items to take mom-to-be from her first trimester to postpartum—yay for nursing clothes, too!—with prices ranging from just $9.99 to $39.99.