American Apparel Targets Expectant Mothers

Ever the entrepreneur, Dov Charney has identified a new demographic to shell his multi-coloured, cotton/spandex blended, form hugging wares to. Expectant mothers, for reals.

Under a new range titled “Expecting Looks” the garments are self described as “soft and stylish looks that are perfect for pregnancy”. A natural progression really, considering how effective the innerware as outerware aesthetic of American Apparel is for knockin’ boots and getting pregnant in the first place.

See the form hugging wares via Jezebel