Target’s New Cheap-Chic Line Kicks Off With Alexander McQueen
Target is planning to announce Wednesday that Alexander McQueen, the British enfant terrible of fashion, will design a collection of apparel for the mass-market retailer under a new program called “Designer Collaborations” in which it will partner with well-known designers to create limited-edition lines of clothing.
Mr. McQueen, who is known for edgy antics like sending robots out on the runway to spraypaint models’ white dresses, will design the first collection, which will be sold on Target.com and the retailer’s stores from March 1 through April 11.
The line, named McQ Alexander McQueen for Target, will be inspired by British rock band The Duke Spirit and will be priced within the retailer’s cheap-chic price range. (Designer Jonathan Saunder’s current pieces for Target include skirts for $18.89 and dresses for $27.99, for example.) The retailer notes that the new program differs from its GO International lines in which emerging designers like Proenza Schouler and Luella Bartley have created limited-edition lines for Target.
Target has had success with such partnerships so far — its Anya Hindmarch line of handbags sold out minutes after it started selling online in early October. The retailer says it will announce future collaborations with established designers for the new program throughout next year.
– Cheryl Lu-Lien Tan