NEW YORK — Target’s collaboration for spring is bold and colorful: Lilly Pulitzer.
This story first appeared in the January 8, 2015 issue of WWD. Subscribe Today.
The print-happy partnership, which will launch on April 19, consists of 250 products across a range of categories, from women’s and girls’ apparel and swimwear to beauty and home. The collection will be available at all Target stores in the U.S. and Canada and Target.com. Prices will range from several dollars for an Essie nail polish or L’Oréal lip gloss to $150 for a hammock made from a Lilly Pulitzer fabric, with a hammock stand, sold separately, for $150. Most of the items will be priced for less than $30, Target said.
The collaboration features 15 prints created by Lilly Pulitzer designers for the limited-time collection. Apparel includes caftans, shift dresses embellished with embroidery, fringed cover-ups, maxi dresses, eyelet shorts and bikinis in a variety of patterns. There are also espadrilles, sandals, tote bags, gold jewelry and evening bags embroidered with gold thread. Gold, a Pulitzer signature, runs through the collection.
A range of outdoor products includes poufs, beach chairs, beach towels and beach umbrellas. Since Pulitzer was an accomplished hostess — her guest list included her former classmate Jacqueline Kennedy — the Lilly Pulitzer for Target collection has everything for setting a bright table: plates, glassware, place mats, napkins and candles.
The Minneapolis-based retailer unveiled the partnership Tuesday evening at the Four Seasons restaurant’s Pool Room here, which was transformed for the occasion into a tropical paradise with palm trees, caged birds and models in Lilly attire lounging on Lilly furniture.
Target’s past collaborations with Liberty of London and Calypso “showed us that guests love vibrant prints and patterns,” said Stacia Andersen, senior vice president of merchandising for apparel and accessories at Target. “We took iconic prints from the Lilly archives and reimagined them on different products.”
The Target + Liberty of London collection in 2010 featured 300 products and was the first time the retailer launched a partnership encompassing items from categories across the store.
Despite the fact that Palm Beach, Fla., has always been a locale for the wealthy, Pulitzer was always “very inclusive,” said Jane Schoenborn, vice president of creative communication at Lilly Pulitzer.