Target is going upscale. British fashion designer Peter Pilotto and Christopher De Vos have just released a collection designed exclusively for the retail chain. The line of fashion, swimwear, and accessories features bold, graphic prints and colors cut in clean, modern silhouettes. This collaboration is part of a larger trend of high-end designers creating looks for cost-savvy customers.
Although Target has been a major player in this trend, it was not the first to do so. Halston pioneered the movement with a collection for J.C. Penney as far back as 1983, followed by a line created by Karl Lagerfeld for H&M, which boosted sales at the chain.
The collection went on sale February 9th online and in Target stores, as well as through the online shopping site Net-A-Porter. The Peter Pilotto looks are Net-A-Porter’s fastest selling collaboration in their history; on the Sunday of its release, one order was placed every second for an hour. Alison Loehnis, president of the online store, told Vogue, “Peter (Pilotto) and Christopher (De Vos) worked with Target on creating a collection that was totally identifiable, yet different, and we knew this collaboration was going to be a hit from the beginning.”