Target likes to keep us on our toes when it comes to its designer collaborations.
Its next partner, the Minneapolis-based retailer has announced, will be Victoria Beckham, who first rose to fame as a member of the British pop group Spice Girls and has since become a style icon and designer.
Her 200-piece collection will hit Target stores in April and will include women's dresses, rompers and "playful" tops and bottoms as well as her first foray into children's clothing. Prices will range from $6-$70, with most items under $40.
"Victoria is arguably the most widely known design partner we've ever worked with globally," said Joshua Thomas, a Target spokesman. "She came into public awareness through entertainment, but she has established herself and has a very good reputation as a designer. That's not always an easy transition but she's very well regarded in the design community. She's very talented."
Beckham is one of the biggest celebrities Target has partnered with in its limited-time collaborations, a concept that the retailer pioneered many years ago and continues to use to create buzz about the retailer as a fashion destination.
In the past, Target has tended to pick either up-and-coming designers who are not yet a household name such as Joseph Altuzarra or Proenza Schouler — or labels that have been around for decades such as some of its most popular collaborations ever with Lilly Pulitzer and Missoni.
Beckham, who started her first label about a decade ago, doesn't quite fit into either camp, though Target officials often note there is no one set formula.
Target executives first met with Beckham about two years ago in London to discuss a potential partnership. Many follow-up meetings later — in London, New York and Los Angeles — the stars finally aligned.
