Grazia Teams Up With Target For Fashion Line

It’s cool that a big retail chain like Target – which prides itself on affordable and inclusive prices – also respects the fact that its customers are style savvy and brand conscious. Target has teamed up with some of the fashion industry’s most influential designers (Stella McCartney, Jason Wu and Missoni to name a few), in an effort to inject a little democracy back into the market – not to mention the global shopping hysteria and sell-out collections that such collaborations have provoked.

Target Australia’s latest collaborator is not a designer per se, but certainly an influential player in the retail landscape: fashion-and-gossip mag Grazia. Pedestrian spoke to Grazia Australia editor Kellie Hush who told us that she and fashion director Thelma McQuillan worked with Target as co-creators of the limited edition capsule collection (the first pieces of which we’ll see drop into select Target stores this week).

“[Thelma and I] started by putting together mood boards of the current season’s summer trends and from there worked on developing looks based on key trends: a tailored suit, block colouring… Target then came back to us with sketches and the process went from there.”

Kellie said the design process required compromise from both parties: “Target has specific customer requirements and a price point to work from, so we had to be conscious of the cost of certain materials, for example. And they really know what their customers want and what they will buy – like a maxi-dress – so we came up with a maxi-dress design.”

And was there ever any pieces that proved contentious between Target and Grazia? “If there was ever concerns from either end we would either tweak our design or the manufacturer would. Target are really good to work with and it was actually a really easy process.”

According to an article in Ragtrader the ‘Hot Options exclusively for Grazia’ range includes 12 pieces which, Kellie also told us, are priced between $49 and $119 “and the quality is really good”.

The collection hits stores this week and will also be featured in an editorial spread of this week’s issue of Grazia featuring Seafolly bombshell Sarah Stephens.

Inexpensive and on-trend sounds like a pretty good vibe. You can get a glimpse the collection here.

We’ll see if the Grazia name can incite the kind of retail psychosis that Stella McCartney did:

Insane in the chain (store):