A more pastoral scene in the city could hardly be imagined. A roof garden in the heart of Rockefeller Center, its manicured lawn strewn with buffalo plaid blankets where guests sat nibbling from boards groaning with cheese and curéd meats, displays of miniature carrots and other root vegetables and enormous bowls of cherries. You could almost touch the spires of St. Patrick’s Cathedral across Fifth Avenue. The magical setting on Wednesday evening was staged to celebrate Adam Lippes‘ buffalo plaid collection for Target.
Lippes’ line is part of a bigger push by the mass retailer: a plaid takeover at its 1,799 stores, where more than 360 products including apparel for women, men, kids and baby, grocery, home, electronics and beauty will be touched by tartan.
Target’s owned and exclusive brands, Mossimo and Merona, will join the plaid party and the packaging of everything from Listerine and Diet Coke bottles to Frédéric Fekkai shampoos will be festooned with the print.
Lippes said designing the collection came naturally. “Plaid is the core of who I am,” he said of the apparel and home products he created. “I think of myself as a quintessential American designer.”
“It’s incredible exposure,” Lippes added. “The quality is absolutely amazing. I was super impressed. The design experience was the same as my own collection.”
Lippes’ looks include a cocoon coat in a fiber similar to mohair, Sherpa jackets for men and women and shirts and shirtdresses with a painterly plaid effect. A red plaid poncho was a showstopper. He also designed a home collection – his first – consisting of dog beds, table-top items and black-and-white weekend bags. Prices for Lippes’ oversize plaid collection range from $19.99 to $129.99.
“I love Adam’s unconventional interpretations of plaid,” said Julie Guggemos, Target’s senior vice president of product design and development. “He played with scale and color. He’s such an incredible, classic designer. We saved Buffalo plaid for him.”