Industry News

Target Spruces up Spring with a Collaboration with Lilly Pulitzer

By Jennifer Sun

Sources: forbes.com, usatoday.com, boston.com

In recent years, Lilly Pulitzer has quickly risen from relative obscurity to being one of the most definitive fashion statements for the modern day preppy (or aspirational preppy) girl. While most of us millennials are just picking up on Lilly Pulitzer’s colorful, patterned smock dresses and beach wear, some older generations will remember the brand as it was founded in 1959 and worn by socialites such as First Lady Jackie Kennedy. Nowadays, the brand will be even more recognizable as it collaborates with Target to bring an exclusive, 250-piece collection on April 19th, 2015 in stores and online at Target.com.

The collection will hit stores just in time for bikini season and will be everything you ever dreamed of. Leveraging Target’s manufacturing capabilities, Lilly prints will be adorned all over the usual products such as dresses, jumpsuits, bags and shoes, but also on new products such as beauty accessories, plates, pillows, towels and more. Lilly fans and shoppers will love that the prints in this collection will be unique and exclusive, as they were pulled from archives. And to top it all off, everything in the collection will be less than $150. This will be more budget friendly than a typical Lilly dress, which goes for at least $188.

Target is always spot on when it comes to stylish collaborations, teaming up with the likes of Missoni, Jason Wu, and most recently Altuzarra. While Lilly Pulitzer is a notable, upscale brand, it’s important to note that it is not a couture line likes the others. This lower-priced collaboration with Lilly has created some backlash from individuals who feel this reduces the exclusivity of the brand. In response, VP of creative communications at Lilly Pulitzer, Jane Schoenborn, responded that “The Lilly Pulitzer for Target collection marks a new chapter for our brand, and we’re excited to give Lilly fans everywhere…a chance to experience this incredibly chic lifestyle collection.” I say, socialites, rest easy. You can have your social status and the rest of us can line up on April 19th to get our hands on that stunning, blue seashell and floral bandeau bikini we’ve been dreaming about for ages.

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