Retail chain Target has joined forces with fashion magazine Grazia to create a limited edition capsule collection, set to drop into selected stores this week.
The initial “Hot Options exclusively for Grazia” range, which includes 12 spring/summer pieces, will be sold through 71 Target stores nationally from this week, with an additional seven new summer designs released in early December.
All items have been co-designed by Grazia’s editor Kellie Hush and fashion director Thelma McQuillan, together with Target’s merchandise and design teams, with product to retail from $49.
Items in the range will include maxi and short dresses, a jacket, pants, a maxi skirt, and several oversized tops in fabrics such as georgette, chiffon and crepe. Key colours include coral, deep blue, and fuchsia teamed back, as well as plain black, with multi-print designs, stripes, and leopard print, also featuring heavily throughout the line.
Hush said the collection would provide another fashion option for consumers and was suited to satisfy market demand for quality product at a reasonable price point.
“We are absolutely thrilled to be partnering with Target on this exciting project,” she said.
“We know from talking to our readers that they love to be on trend but often price point is the deciding factor. Now they have an amazing collection to buy up, that won’t break the bank balance.”
Current Target managing director, Launa Inman, added that the partnership with Grazia was another opportunity for the retailer to bring the latest runway trends to Australian women.
“We are always looking at ways that we can provide customers with differentiated products that represent beautiful quality and great style. This collection with Grazia is another example of how we are continually offering new ways for women to access affordable fast fashion, that makes them look good and feel great about what they’re wearing,” she said.
While Target has previously Target entered into collaborations with well-known designers such as Stella McCartney, Josh Goot and Alice McCall, the tie-up marks the first partnership of this kind for Grazia Australia, a weekly women's fashion and celebrity gossip magazine.
Grazia publisher Robyn Foyster said while the move is a big step for the publication, she expects the range to be a hit, on par with previous Target designer collaborations.
“This collaboration is the perfect fit for Grazia magazine. Target has had huge success with the Stella McCartney and Josh Goot ranges for Target, as well as the Collette Dinnigan designed underwear collection, and we anticipate the same success with the exclusive Grazia range,” she said.
The Grazia deal also follows other developments for Target, which recently announced the departure of long-standing managing director Launa Inman.
As reported in Ragtrader.com.au, Inman resigned last month after almost seven years at the helm of the Australian retailer. She will be replaced by former CEO of Sears Canada, Dene Rogers, who will take the helm as managing director, effective from next month.