Targeting international high end designers hits the mark. As part of “Designers for Target,” the Australian company’s initiative launched in 2007 with a one-off collection designed by Stella McCartney, which by all accounts was incredibly successful, the next collaboration due for release later this year is with Roberto Cavalli…?! That’s definitely a different approach, we don’t immediately see this largely animal print, gold accessories and colourful collaboration being a natural fit with Target… where we see more ‘on trend’ fashion brands .
Signore Cavalli does many things well and he is all about exposing the beautiful (and mostly tanned) body, he is high on glamour and some might say low on taste, yet he has a very loyal, loud and proud client base. He has enjoyed (and continues to) an incredible career and certainly does create some beautiful collections. There is a saying in fashion circles (or maybe it’s just The MO Down’s saying!) “You can spot a Cavalli a mile away” and that says something for the man really being right on target with his style and consistent approach; something that Target Australia will hope to harness this summer with an exclusive and limited edition women’s capsule collection consisting of 42 pieces from day through to evening, swimwear and footwear, all revealed at the press launch in Sydney earlier this week.
You’ve got just under two months to get your credit cards in the black as you’ll be able to purchase this collection at 136 Target stores nationally or on their website shop.target.com.au, with prices ranging from $49 to $159.
As Cavalli is all about loads of colour and movement the gorgeous model Karolina Kurkova (pictured) will be the one to showcase the collaboration in their advertising campaign, they’re going all out!
We have commented over the years on The MO Down about the pros and cons of collaborations when high end or luxury brands meet with high street and whilst it is about accessibility the strategy needs to be managed carefully in order not to dilute the prestige and rarity of the luxury brand. What do you think about collaborations, for or against and why?
Image credit: vogue.com.au
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