Mass retailer/designer collaborations are a tricky business. If the impossible happens and the designer’s upscale aesthetic is successfully translated, there’s a risk of watering down the brand. If the far-more-likely happens and the designer’s aesthetic is committee’d and price pointed so far down as to be unrecognizable, then why bother putting your name on it?
But the payoffs can be huge when it all comes together, so it’s no surprise so many designers keep trying to get their names on sheets, coffeecups, and $25 dresses. Target has a fairly good track record in this area and Missoni’s vivid graphic qualities seem like a perfect fit for the store.
Now hush. Mr. Press Release is speaking:
“Target® is partnering with Italian luxury brand Missoni to introduce an affordable, limited-edition collection for fashion and home. Missoni for Target features apparel and accessories for women, men, girls and baby, as well as home goods including bedding, dinnerware, stationery and décor items. Ranging in price from $2.99 to $599.99, with most items less than $40, Missoni for Target will be available Sept. 13 through Oct. 22, 2011 at all Target stores and Target.com.
“Our collection for Target embodies Missoni’s values of family, color and quality,” said creative director Angela Missoni. “It has been a fantastic experience translating our aesthetic into an affordable line, one we are eager to share with families across the United States.”
“The Missoni family has established one of the world’s most creative brands, and together we’ve created a collection that will have guests lining up outside their local Target in anticipation,” said Kathee Tesija, executive vice president of merchandising, Target. “Our collection with Missoni offers more than 400 compelling products for every aspect of guests’ busy lives, all at incredible prices, and provides Target with a unique point of differentiation for the fall season.”
Proof is in the pudding cups, bitches. Let’s see it:
We want the neckties. Well of course we want the neckties. What would we do with a woman’s bathing suit or a baby jumper? The bike is tempting, but only if we plan on participating in a parade some time soon.
Et vous, petit chats? See anything you like?
[Photo Credit: target.com]