Jessica Simpson is launching a new maternity clothing line in partnership with Destination Maternity.
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Jessica Simpson: "Fashion Star" Will Be "Styling America"
Jessica Simpson and Elle Macpherson dish on NBC's new reality competition, "Fashion Star," in which 14 designers face off for the chance to debut their capsule collection in Macy's, H&M and Saks Fifth Avenue stores. It premieres Tuesday, March 15.
Today, however, the star announced another deal to expand her already massive retail empire: a maternity line, created in partnership with Destination Maternity.
According to WWD, Destination Maternity was eager to create the partnership as soon as Simpson announced she was pregnant, and the collection will be available in the chain's over 700 retail outposts this fall.
Simpson may have been pegged as a less-than-savvy blond bombshell in her reality television career, but she's proven a very smart businesswoman when it comes to retail, creating an empire that reportedly may come close to $1 billion in sales this year. Here, too, Simpson is making a pretty slick move: Launching a maternity line around Mother's Day, just after she gave birth herself.