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Designing sisters Kate and Laura Mulleavy will be bringing their ethereal sensibility to a wider world when Target introduces Rodarte in December as part of its Go International series of limited collections.
The 55-piece Rodarte line for Go International will launch at most Target stores nationwide and on target.com on Dec. 20, and will be available through Feb. 6. While it may be hard to imagine translating Rodarte’s hand-wrought designs for the mass market, Target claims to have stayed true to the spirit of the luxury-priced label.
This story first appeared in the August 5, 2009 issue of WWD. Subscribe Today.
“What you’ll notice is an amazing eye for detail,” said Joshua Thomas, a Target spokesman. “It’s very feminine, yet very modern. The collection incorporates a rich mix of patterns and fabrications and everything from sequins and bows to faux fur. The key with Rodarte is layering.”
Prices for Target’s Go International Rodarte collection will range from $9.99 for knee-highs to $79.99 for a leopard print jacket.
Rodarte, which is known for evening clothes, designed “a variety of great holiday dresses,” Thomas said. “There are stand-alone pieces and pieces that can be worn together to create an ensemble by layering different patterns, textures and prints.”
Go International, which focuses on young or emerging designers, has, since 2007, featured Erin Fetherston, Jovovich-Hawk, Rogan, Richard Chai, Jonathan Saunders, Thakoon and Tracy Feith. “There will be guests who are familiar with the [Rodarte] name and we will also be introducing it to others for the first time,” Thomas said of Target shoppers. “Of course, we use marketing material such as our Web site. We try to provide an appropriate platform for designers and their points of view. Some guests will have shopped the upscale collection. We will introduce Rodarte’s design aesthetic to a much broader audience.”
Target has been exposing its shoppers to more designers in the last six months. Go International now shares the stage with Designer Collaborations, a new program that features established designers who draw inspiration from a collaborative partner, muse or creative element. Alexander McQueen was the inaugural Designer Collaboration in March. Anna Sui will bow on Sept. 13.
“When the Go program launched in 2006, each designer was available for three months,” Thomas said. “We had used up the calendar [for the year] with three or four designers. It needed to evolve. Our guests are very trend-forward, they’re looking for what’s hot and what’s new. Now we have a lot more time and opportunity to introduce more programs on the floor, like Designer Collaborations. We are spacing out Go so what we do remains fresh. Go is in the stores for 45 days now.”