Target shoppers will love Posen around
NATIONAL: The designer known for making the stars feel like real women is preparing to woo a very different target market. Value department store Target has pulled out a trump card by announcing Zac Posen as its next 'Designers for Target' recruit.
Murray Chenery, Target Australia general manager of marketing, described the deal with Posen as "an honour".
"We're thrilled to have recruited Zac, following the success of our Stella McCartney Designers for Target range a year ago." Posen's special point of different was his "truly exquisite understanding of the female form," Chenery said.
"Key looks will include a strong Greco-Roman influence as well as high-waisted pants, asymmetrical skirts, cocktail dresses, elaborate shirts, Grecian tops and a beautiful detailed coat."
Chenery partly attributed Target's success in clinching the deal to the rise of Australian fashion on the world stage.
"Australian fashion is certainly on the map now. But I also think Zac Posen was attracted to the deal because of the success of the Stella McCartney range."
The release of McCartney's range 12 months ago led to turbulent scenes and even scuffles as women fought each other for items. By May however much of it was heavily discounted.
Chenery said Target had collaborated closely with Posen on fine-tuning the range, particularly with regard to sizing.
"We've certainly learned lessons along the way, and we've worked very hard to come up with consistent sizing."
Posen's collection would have a much smaller run than the Stella McCartney range, and would only be available in 75 of Target's 276 Target and Target Country stores. McCartney's range was stocked in 100 Target stores.
Zac Posen – whose dresses retail for thousands of dollars - has dressed Hollywood celebrities including actors Natalie Portman and Kate Winslet and singer Beyonce Knowles.
His 20-piece Target collection – to be dropped into stores on April 3 -will start at $49.99 for a belt. The most expensive item, at $299.99, will be a replica of the red dress worn by Katherine Heigl at the Emmy Awards, only 50 which will be released.
By Belinda Smart