Prep World Cottage Pops Up in L.A…. Albertus Swanepoel for Target…

Tommy Hilfiger busted out the lawn chairs and fruity cocktails to welcome its roving temporary store-cum-beach cottage showcasing the Prep World collection.

L.A. PREP: Tommy Hilfiger busted out the lawn chairs and fruity cocktails Thursday evening to welcome its roving temporary store-cum-beach cottage showcasing the brand’s 60-piece Prep World collection to The Grove in Los Angeles for three days. In a younger and preppier fashion, Hilfiger has been going on a global tour with the Prep World pop-up, which stopped in Paris, New York, London and Stockholm before Los Angeles and is on its way to Milan and Madrid. “Preppy is different in every city,” said Hilfiger. “In Italy, it is very polished and clean and colorful. In Paris, it’s dressed up and more on the conservative side. In Madrid, everybody is wearing red pants. In Tokyo, they are mixing all the colors together.” Hilfiger didn’t quite know how Los Angeles would fit in. “I didn’t think L.A. was one of the preppiest cities, but it turns out that Hollywood loves prep,” he said, pointing out the celebrities that joined in the Prep World festivities, including Jason Lewis, Bijou Phillips, Zelda Williams, Hailee Steinfeld, Melissa George, Malin Akerman, Justin Chambers and Ioan Gruffudd.

This story first appeared in the June 13, 2011 issue of WWD.  Subscribe Today.

TARGET’S TERMS OF ADORNMENT: Albertus Swanepoel, the South African milliner whose work on the runway is whimsical, fantastical and rarefied, will give the masses a taste of his aesthetic by hooking up with Target for a limited edition accessories collection launching on Oct. 30 at most Target stores and through late December. The Albertus Swanepoel for Target collection will feature 14 women’s hats, some in leopard print and with fashionable trims. The hats will be $19.99 each.

Launching simultaneously will be jewelry by Dana Kellin, a former fashion editor at W magazine and product designer at Mattel. Kellin, who is based in Los Angeles, is known for her signature technique that involves wrapping 14-karat gold and sterling silver wire with semiprecious stones. The costly, time-consuming handmade process will be represented in the mass-produced Target line, Kellin said. Prices for Dana Kellin for Target will range from $9.99 to $49.99 and will include an assortment of necklaces and earrings.

The retailer’s previous partnerships with accessories and jewelry designers have included Anya Hindmarch, Temple St. Clair and Mulberry.

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