Talented twins target fashion tweens and teens

NATIONAL: Discount department store Target is ramping up its assault on the teenage fashion market with a double-barrelled collaboration.

As part of ongoing efforts to re-position its youth fashion portfolio - capped off in recent times with high-profile designer collections from Stella McCartney and Josh Goot - the company will soon release a girl's clothing range designed by Australian pop twins The Veronicas.

Target general manager of merchandise Kel Purser said the move would reinforce Target's relationship with younger consumers, adding that many fans already purchase from its Free Fusion and trend-driven young girl's ranges.

"The Veronicas are very popular with our younger customers and Target has a reputation for delivering strong licensing programs as well as an ability to be first to market with new initiatives so it made sense we would work well together on this project."

Available from August 25, the range includes dresses, skirts, tops and T-shirts made from cotton elastane, casual drills and voiles. Sizes range from 7 to 16 for young girls and 6 to 14 for teens while detailing for both lines include cherries, skulls hearts and bats.

Working on the project since earlier this year, Purser said the sisters were involved throughout the entire process from selecting fabrics and colours to determining shapes, fit and cut.

"Lisa and Jess both have a very distinct style and they wanted to reflect this style in the designs. [They were] influenced by fashion from London, Japan, Los Angeles vintage and a touch of 1950's rockabilly."

Purser said the Veronicas collaboration was part of the company's long-term Designers for Target program with more initiatives expected to be announced in the near future.