“The concept evolved out of the customer's needs. Nobody else is strictly in the business of maternity. We have one customer and we find ways to keep serving her better.”
“In maternity we have the issue of literally having no waistline. The Empire waist is one cut where you can actually get some shape and definition on top.”
“We always use the Empire waist, but we're using it more than we normally would. This is one of those times when mainstream fashion really is translatable in maternity wear.”
