Jul 20, 2017 | By Samuel Trotman
Big capture for Target on two fronts. The US value retail giant is to collaborate with designer Victoria Beckham on a limited-edition spring collection. The collaboration will also mark the designer’s debut into childrenswear, with selected pieces also available for sale internationally via her brand’s website.
Available April 9 at all Target’s 1,800 stores and online, the ‘Victoria Beckham for Target’ range will “reflect the essence of the Victoria, Victoria Beckham line, including original designs and inspiration from iconic silhouettes” with apparel and accessories for women, girls, young children and babies.
With over 200 items featuring soft pastels, bright pops of colour and spring prints, the collection is described as “feminine and functional” and reflects the designer’s commitment to quality craftsmanship.
Prices will range from $6-$70, with most items under $40, offered in sizes XS-3X for women and NB-XL for girls, young children and babies.
Target said standout pieces include easy-to-wear dresses, rompers and playful tops and bottoms for women, with corresponding styles for girls, toddler and baby.
“Working with Target has been a really exciting process, and this partnership allows us to share the essence of Victoria, Victoria Beckham with more people than ever before,” said Beckham.
“I was inspired to create the Victoria, Victoria Beckham line when I was pregnant with Harper, and since its launch, the category has evolved into an established lifestyle collection. With both the line and my daughter turning five, I felt it was the perfect time to extend into a more accessible price point and to celebrate both milestones by opening the range up to include childrenswear for the first time.”
Target chief merchandising officer Mark Tritton added: “Victoria Beckham is synonymous with impeccable style, and she’s known around the globe for her distinct point of view as a designer.
“It’s been incredibly exciting to see how Victoria’s brand has evolved over the years, and we are thrilled that Target’s guests will be a part of that journey with this latest must-have collaboration.”
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.