Marimekko for Target, the mass retailer’s latest limited-edition partnership, celebrates the brightly colored bold patterns the Finnish brand is known for. The theme that runs through Marimekko for Target, which bows in stores and online on April 17, is fun.
In addition to fashion for women and girls — swimwear, cover-ups, shirts and pants with UV protection, lounging pieces, hats and flip-flops — there’s pup tents, kites, bocci balls and beach chairs. Also, everything you need to set an al fresco table or pack for a picnic, including Melamine serving platters and plates, vibrant napkins and plastic pitchers and glasses that look like, well, glass. Beach chairs, beach towels, cooler bags and totes come in a variety of prints, including Pop Art flowers.
At a press event on Monday evening, some of the more than 200 products were displayed, grouped according to color and print family. The four stories include navy, poppy, mustard, green and white; black and white; orange, violet, burgundy and red, and royal blue, aqua, mint, white and black. Prices for the collection range from $7.99 to $499 for a graphic white and black paddle board.
“Our two brands came together to play,” a Target spokesman said, noting that Cubb, an outdoor game that resembles chess, is included in the offerings.
A model wearing a Marimekko dress was a place saver in a tableau with a larger mirror at one end. She posed lying down, vamping and admiring her reflection. Guests were encouraged to slip a Marimekko cover-up over their clothes, don a floppy hat and lie down on a beach towel the model had been keeping warm on a bed of fake turf. A photographer stood at the ready to snap anyone who took the bait.
Asked whether target.com will be able to handle the demand for Marimekko for Target — previous collaborations such as Missoni for Target and Lilly Pulitzer for Target strained the Web site’s capacity — the spokesman said it’s a balancing act. “We want to satisfy demand, but we want to keep it special since it is a limited-time collection.”