Mum's the word for maternity label

MATERNITY FASHION: Egg's 9 jean has a bootleg cut and dark wash. The jeans were spotted on a reccently pregnant Dannii Minogue.

MOTHERHOOD FIRST: Dannii Minogue says she has got a lot to learn about motherhood, but is enjoying every second.

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Pop star Dannii Minogue who gave birth to her first child, Ethan Edward Smith on Thursday, is a fan of local maternity label Egg, after discovering their popular and highly flattering skinny jeans during her pregnancy.

The Aussie isn't the only international star to cotton on to the maternity range. Also spotted wearing an Egg original was pop star Claire Richards from the UK band Steps in a recent OK! magazine spread.

"I couldn't believe it when I saw it - the dress retails for $199 but they had it at £350 in the UK," laughs Egg founder Charlotte Devereux. Egg is stocked in London by uber department store Harrods.

Meanwhile, Devereux has been busy launching her new "Charlotte Devereux" clothing range to complement her Egg designs. "The new range has been lots of fun - and a great chance to design clothes without the usual constraints that I have to bear in mind with the maternity range."

- © Fairfax NZ News