Target reveals three limited-time design partners for spring
For contemporary brands Fe Noel, Agua Bendita and Rhode, becoming Target’s limited-time-only design partner for their spring designer collection was an opportunity to raise their profile and bring their collection to a wider audience.
“It was a beautiful experience,” said Felisha Noel, the designer behind Fay Noel. “What’s special about this partnership is Fay Noel expanding beyond my wildest dreams. We started so small and have entered a global market. There are many people who are fan of this brand and want to wear it and now they have the opportunity. This is so wonderful. People are going to lose their minds,” she said.
more from WWD
The designers and their collections for Target were introduced Tuesday morning at an event at 548 West 22nd Street, where separate shops were set up to display their spring ready-to-wear and accessories.
Target’s spring designer collection includes over 100 apparel and accessories ranging from resortwear in sizes XXS to 4X. Apparel includes matching sets, dresses, and swimwear, while accessories include hats, bags, beach towels, and sunglasses. Retail prices range from $15 to $48, with most items $35 and under.
The collection will be sold on Target.com and select Target stores for a limited time starting April 15, while supplies last. Guests can also shop the assortment through Target’s contactless same-day pickup options including drive up and order pickup.
The three women-owned brands teamed up with Target to bring their signature aesthetics to the retailer, and created a collection for wear from beach to street and from pool parties to weekend brunch.
“Target has a long history of bringing our guests the world’s best designers at amazing prices, and our partnerships with Agua Bendita, Fay Noel and Rhode are another great example of that,” said Jill Sandow, Target’s Executive Vice President and Chief Merchandising Officer. Is.” , “These are bold, distinctive, women-founded brands that are inspired by their roots and cultures, and I know our guests will absolutely love them.”
Target, whose $17 billion apparel business has grown by $3 billion in the last three years, has been doing these limited-edition designer collaborations since 1999.
Agua Bendita, a designer swim and beachwear line, was founded 20 years ago by best friends Catalina Alvarez and Mariana Hinestroza with some leftover clothes. Her premium brand is sold at stores such as Bergdorf Goodman, Net-a-Porter, Saks Fifth Avenue, Neiman Marcus and MatchesFashion.com and is known for its handmade designs by more than 500 female Colombian artists. In-house artists hand-draw each illustration. “Most of them are women living in rural Colombia. They raise their children, and it’s a pleasure to have them on our team,” Alvarez said.
Agua Bendita’s line for Target includes ready-to-wear pieces including colorful swimwear and matching sets, dresses and accessories.
“It was a grand experience. We tried to keep our DNA and we saw that it was totally possible,” Alvarez said.
“We want everything to have a little bit of our Colombian culture. Our brand reflects the spirit of Colombia – the seasonal weather, the diversity, the magic – you can feel the energy and the good vibes,” said Alvarez.
Some looks from Agua Bendita.
The goal line was based on all of his prints. “It was incredible that every single woman in the world had the opportunity to wear our clothes,” she said. When asked how they were able to manufacture it at such an accessible price, Alvarez said that all the clothing is recycled and Target, with its large supply chain, does all the manufacturing.
She said her favorite pieces are pareos, which are worn as a set, and one-piece swimsuits with ruffles.
Some styles of Agua Bandita.
Agua Bendita began working on a collaboration with Target a year earlier.
“We learned a lot. These guys are totally organized step by step,” Alvarez said. “It was a big, huge opportunity. He has a very strong team. Everything is on point.
Fay Noel, a resident of Brooklyn, started her eponymous label at age 19 when she opened a boutique for vintage lovers and trendsetters in her neighborhood. The boutique served as a catalyst for her womenswear brand, which is heavily influenced by her Caribbean heritage, based in Grenada.
Fay looks up to Noel.
“We are living our Caribbean roots loud and proud, inspired by the natural resources that surround us. Fay Noel is about effortless luxury and seeing life in all its beauty,” said Noel. to Target Her collection includes swimwear, pants and cover-ups featuring bold prints and pops of colour.
“I definitely think it’s my way of saying ‘thank you’.” 10 years after Fay Noel, it’s a great way to celebrate,” she said. She recalled that when she originally started talking to Target, they said, “Tell us about yourself.”
“They said, ‘We want you to bring your authenticity and bring your vibrancy,’ and they said, ‘We’re going to do that for you.’ When they told me people could get a whole costume for under $100, it was amazing,” Noel said.
That said, Fe Noel’s signature line is manufactured in New York City’s Garment District and is sold at fenoel.com. “Target allows us to deliver the same vibe at a great price point,” Noel said. She also said that the opportunity gave her the chance to expand into bags, jewelry and sunglasses.
“I’m telling people, ‘Come on, don’t run’,” she said.
Fay looks up to Noel.
Road was founded by Hamilton College roommates who became best friends Phoebe Vickers and Poorna Khatau in 2014. It was born out of a desire for comfortable and timeless pieces. Designers draw inspiration from handmade vintage prints, directional yet wearable silhouettes, and the concept of being always on the go. Rode sells at stores such as Saks, Bergdorf, Shopbop, Bloomingdale’s, Net-a-Porter and Revolve.
When asked what it was like to operate at this price point, Vickers said, “To be able to offer this level of quality at such affordable prices and reach a wide audience is incredible. The fact that Target is a mass retailer is incredible given their sourcing and production capabilities. We’re thrilled to be able to offer it at this price point while maintaining that kind of standard.”
Discussing her inspiration for the Target collection, Khatau said, “The beauty and vibrancy of India is a constant source of inspiration. We also think a lot about ease and comfort—flattering silhouettes that can be dressed up or down and pieces that make you feel more confident.
Some of Rode’s sportswear is visible.
Vickers spoke about her experience working with Target.
“This is legitimately a dream come true. We have been fans of these Target collaborations since the very first one. It is surreal and wonderful to be here,” said Vickers.
When asked what she learned from the Target experience, Vickers said, “I think we learned the amount of care and thoughtfulness that goes into creating these collections. From day one, it was a true collaboration. It was really wonderful.
Khatau, who designed the collection, agreed, saying, “It was really a collaboration.” “He held our hand and listened to us, which was great. It really feels true to the DNA of our brand and doesn’t dilute. We’re excited to bring this to a wider audience.
She said she’s particularly excited about offering the swim “because it’s something we’ve never done before.”
A swimsuit from Rode.
Best of WWD
Click here to read the full article.