Shabby Apple, an online dress boutique, launched the Mama Apple Fall line: maternity dresses that fit growing bellies from early pregnancy to delivery day. The line incorporates rich fall colors including plum, teal, red and charcoal grey. Empire waists, bell-cut sleeves, wrap belts and rouching detail the dresses.
“The Mama Apple line is feminine, flattering and easy-to-wear; essential for pregnancy,” Emily McCormick, owner of Shabby Apple said. “The dresses have simple cuts and are made of comfortable fabrics, so there is no tugging and pulling trying to make something work. They’re designed in such a way that they are flattering from when you’re barely showing, up until the last day of your pregnancy.”
The Mama Apple fall line features seven dresses; Alice’s Adventure, All Wrapped Up, Aphrodite, Mama Mia, Odyssey, Sicily and Wonderland. The Dresses average $80. Dresses are machine washable and line-dry for ease-of-wear.
ABOUT SHABBY APPLE Shabby Apple LLC is an American online dress boutique. Shabby Apple simplifies the dressing Process for women. The company focuses on helping women dress for their body sh ape by providing detailed information on the styles, cuts, and fabrics that flatter various body types. The dress designs are inspired by indie-prep professionals and hipster moms.
The company designs a Shabby Baby line of dresses for girls 0-6 months to size 8, a preteen line, Shabby Sister, for young women ages 8-15, and a maternity line, Mama Apple. They will be launching a line of feminine athletic wear in September 2009.
Shabby Apple’s “Fit to Flatter” guide outlines which dresses work best for each body type. Shabby Apple also offers style advice and suggests vignettes, including shoes, accessories and purses, all available for purchase on the site.
Shabby Apple launches four lines of dresses a year and is a women-owned and operated, socially responsible company. They have partnered with Unitus, a non-profit organization in the micro finance industry, to help alleviate global poverty for millions of women and their families.