NEW YORK — Proenza Schouler has a new downtown target. Opening Ceremony, a hip boutique on Howard Street known for highlighting fashion from a different foreign country every season or so, will be transformed into a showcase for the Proenza Schouler for Target collection.
The store has been emptied of all its merchandise to make way for today’s unveiling. “Everything has been put in storage,” said an Opening Ceremony employee, noting the store would revert back to its eclectic self on Thursday. Price points of the Target collection are considerably lower than prices of Opening Ceremony’s usual fare; much of the collection is said to be under $50.
“We’re featuring the entire collection at once,” the Opening Ceremony employee said, explaining that at Target the collection would be broken into several shipments over a period of time. “The entire store is dedicated to the Proenza Schouler line. This is a pop-up store for Target.”
Opening Ceremony is getting a four-day jump on Target, which won’t put its Proenza Schouler collection on sale in its stores until Tuesday. The Proenza Schouler collection will remain at Opening Ceremony through Monday at 8 p.m.
Proenza Schouler’s Jack McCollough and Lazaro Hernandez are the latest in a string of designers to create capsule collections for Target’s Go International program. The pop-up store is typical of the mass merchant’s dual marketing approach of appealing to its broad-based clientele and at the same time targeting higher-income customers and close followers of fashion. A video on the Target Web site features the designers discussing their inspirations, which include New York, “such an amazing place,” and their ideal customer, “a girl who’s not afraid of being creative and doing her own thing.”
Styles feature Proenza Schouler’s signature silhouettes and jewel tone colors. There is a swingy bubble-print coat with bracelet sleeves for $44.99; a palm-print silk wrap dress, $39.99; a mauve frock nipped at the waist with a turquoise belt, and bustiers in silk for $49.99. The collection also features piqué polo shirts, $16.99; skinny pants, $34.99; swimwear, $16.99, and sweaters, $34.99. A suede cropped jacket for $149.99 is the highest-priced item in the line.This is not the first time Opening Ceremony has given over space to a large, commercial brand. British fast-fashion chain Topshop was introduced to the American market in 2005 with a 500-square-foot boutique in the loft area of Opening Ceremony. Nor is this Target’s first brush with the pop-up shop. When the discounter launched its Isaac Mizrahi collection, it created a temporary shop in Rockefeller Center.
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