While Kmart has always been known as a value-centric retailer, there’s no denying the importance of creating low-priced, high-design clothes for today’s trendsetters. The company’s F/W 10 apparel collection takes a page out of the season’s best fashion magazines, with all of the latest trends making an appearance — from military-inspired Sgt. Pepper jackets with shoulder embellishments to a rocker chic bomber jacket with distressed jeans. Fall wardrobe basics like the skinny cargo pant complements more fashion-forward styles like the high-waisted peplum military jacket. Where Kmart really strives to standout from the competitors is in the details. Fine stitching, fully lined jackets, and streamlined silhouettes abound. Kathy Huynh, VP of Women’s Apparel Design, explains, “We wanted fresh fashion that’s on-trend, but is also understandable and affordable. It’s about buying those few new pieces and incorporating them into your wardrobe to give everything else a fresh lift.”
The ad campaign was shot by renown photographer Alexi Lubomirski (V, GQ), and debuted in the September issue of Vogue. The new Kmart Design section has its own website, with a behind-the-scenes look at the photo shoot, interviews with the store’s designers and a seasonal “look book” video.
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