In the vein of its Missoni and Liberty of London partnerships — cross-category hookups that were heavy on prints and/or color — Target on Wednesday said it will collaborate with Marimekko on a collection launching online and in stores on April 17.
Finnish design house Marimekko was founded after World II by Armi Ratia to bring color and cheer back to her country.
The brand was popular in the Sixties; Jacqueline Kennedy, wearing a dress in one of its prints, was on the cover of Sports Illustrated in 1960. The company has experienced a resurgence in recent years, discovered by a younger generation of women such as Sarah Jessica Parker.
The 200-item Marimekko for Target collection will feature home and outdoor products such as furniture and entertaining staples as well as swimwear for women and girls. There will also be an array of beach items. Hammocks, parachutes and boccie ball sets are among the more unusual items. Target’s Julie Guggemos, senior vice president of product design and development, said the line “is all about play,” adding that most products in the collection are priced under $50.