Target shoppers will get a jump on newsstands when Vogue’s much-anticipated September issue with Beyoncé on the cover goes on sale tomorrow at all Target stores. The mass retailer is flexing its style muscles with a 20-page insert in the magazine; Target took 15 photos from covers and editorial images from Vogue’s archives and reimagined them in unpredictable, ironic and humorous ways using only Target products and modern-day models such as Edie Campbell, Karen Elson, Imaan Hammam and Candice Huffine. Verushka appeared in two images, including Target’s reinterpretation of a shot from a 1967 issue where concentric circles of gold braids surrounding her face.
Tim Walker photographed the ads, including one based on an oversize pearl necklace that appeared on the January 1929 Vogue cover. In the Target ad, the necklace was replaced by volleyballs. The April 1918 cover of a woman wearing a black kimono and riding a white peacock was recomposed with towels, draperies, wall decor and a feather duster. Readers can compare the archival images with the Targetized ones using Shazam’s new image recognition technology. By opening the Shazam app and pointing a camera phone at any of the pages in the Target insert, behind-the-scenes stories, gifts, cinemagraphs and shoppable moments become available. “Style is an incredibly important part of the Target brand, and there’s no bigger style moment than fall, and no bigger style statement than the September issue,” said Todd Waterbury, Target’s chief creative officer. “For this cultural moment, we set out to develop an idea that was not only unique to the Target brand but something that could only be done in Vogue.”