Kotex Couture! 'Show Off' Your Maxi Pad Like Haley Lu Richardson in These Clear-Pocket Jeans

Who says you can’t end period stigma in style?

In an almost mainstream move, U by Kotex just switched from menstrual products to clothing that showcases them with new “MaxiMalism” jeans. The bold denim features a see-through back pocket, a unique detail designed exclusively for maxi pad storage.

Launching on Tuesday, October 22, they’re “the first line of jeans designed to maximize your frame, not minimize it,” according to the period piece brand.

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U by Kotex MaxiMalism jeans have a transparent back pocket to hold pads.

Valeria Rocha

The limited-edition denim — “designed to show off, not hide, pads,” according to U by Kotex — is also currently available for free for a limited time.

To receive your free pair of modern low rise pants, select your size and order on the maximalismjeans.com giveaway website. However, the initial run is small, with very limited quantities of each size, ranging from 24 to 42.

If you can’t order a pair in your size because they’re sold out, there will be additional sales later this month on October 24 and 27, a spokesperson for U by Kotex tells PEOPLE. A full list of rules and giveaway details are available here.

Haley Lu Richardson shows off her bottom in MaxiMalism jeans.

Sara Jaye/Getty

Through a unique product, U by Kotex aims to empower individuals to “embrace their inner confidence and proudly display their periods,” the brand said in a statement. And what better way to do that than to put your pad in “the most popular hiding place – your back pocket.”

MaxiMalism jeans help “turn your walk of shame into a walk of fame,” the company jokingly notes on the jeans’ website.

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Haley Lu Richardson has already approved of the MaxiMalism message and the denim itself, which she rocked in new photos as she strolled — and drove — around a park in Santa Monica, California.

The White lotus star, 29, paired the jeans with boots, a chunky belt and a colorful knit cardigan – plus, a pad hidden in the back pocket, of course.

Haley Lu Richardson shows off her bottom in MaxiMalism jeans.

Sara Jaye/Getty

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Richardson also reiterated the purpose of the new pants line in her own words on Instagram Stories.

“Hi, it’s me 🐒,” the star wrote in one post. “In the park during menstruation. I’m showing off my cutie base, in my U by Kotex jeans because periods and period products are magical and nothing to be ashamed of.”

In another post, Richardson added, “Let’s end the stigma of periods and own this beautiful thing that happens to us every freaking month 🤪🩸🧚.”

Categories: Trends
Source: HIS Education