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George at Asda develops stretch maternity jeans

George at Asda has launched a pair of stretch maternity jeans that will fit throughout a woman’s pregnancy, priced at £18.

Available in indigo and black, the jeans can stretch up to three sizes – so a small can fit women sized 8-12, a medium can fit those sized 14-16 and a large 18-20.

The jeans, which are available online at george.com now, use a compact weave fabric with high elastane content ensuring they keep their shape and spring back to the smallest size once washed.  

Instead of a traditional fly and waistband, the maternity style features a jersey overband that will stretch to the size of a baby bump.

George introduced Wonderfit Jeans to its main womenswear line in 2013 and now sells 3,000 pairs a week.

It developed the maternity jeans after customer research revealed 40% of women are between one and two stones heavier by the end of their pregnancy.

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