It has been five years since Target’s first collaboration with up and coming designer, with a vision of bringing high fashion to a more wider consumers. With a friendlier price tag, these designer items finally became more affordable for normal people like us who don’t have thousands of dollars to splurge on a piece of dress.
To celebrate this milestone, target has enlisted 17 past participants in the Go International program through a collection called Designer Collective to design a collection that consist of 34 dresses that is set to be launched on 13 March 2011 on most of its stores and on target.com. The rest of the collection will be available in all Target stores in the US on 10 April 2011.
The program has tapped designers with variety of styles and aesthetics. Some of the designers that have collaborated with Target are Luella Bartley, Tara Jarmon, Paul & Joe, Bahnaz Sarafpour, Proenza Schouler, Libertine, Alice Temperley, Erin Fetherson, Jovovich-Hawk, Rogan, Richard Chai, Jonathan Saunders, Thakoon, Tracy Feith, Rodarte, Zac Posen, Tucker. There were also collaboration made with accessories designer in the past such as Anya Hindmarch, Hayden-Harnett and most recently Mulberry.
Go International itself was launched back in 2006 when Target saw the need to tap into the teen spending cap. Each collection were made in limited amount and only available in stores for three months to keep the exclusivity and after a while the time has been cut into 45 days to allow new Designer Collaborations to be introduced and keep the products in store fresh. Alexander McQueen, Anna Sui and Jean Paul Gaultier have also participated on Go International as a separate program.
The future looks bright and clear for this program of Target’s and hopefully there will be more splendid collaboration in the future to keep the consumers busy lusting for the limited pieces. But with this 34 dresses, it sure going to be really hard to pick a favourite. March is still months away, so you better save some money in that piggy bank of yours if you haven’t already 🙂
*Source WWD
