It first began with Stella McCartney’s exclusive winter range for Target. The result being a wildfire-like, frenzied fanfare of sellout collections in Target stores dotted across the nation. It seems Australia is mad about designer labels - and even madder about designer labels sold at affordable prices. Who knew??! It is only natural then that we have since seen designer collaborations with low price department stores grow in number, with high end fashion labels such as Joshua Goot, Zac Posen, Collette Dinnigan, Roberto Cavalli and now Missoni x Target - all designing for the department store for the everyday people. Yes that includes us!
The Italian knitwear fashion house, Missoni, hits our budget conscious shores with their biggest-ever designer collaboration with a mass market appeal. A first for Missioni, the label has partnered with the Australian arm of the 'everyday' department store to design a complete lifestyle collection for the fashion forward, price conscious consumer. Which will have a drastic affect, we predict, on real estate listings in the high end market using a splash of Missoni in the form of a hand towel in the powder room to convey 'designer style' to all onlookers in the market. What will be the next hallmark of 'designer' style in the bathroom we wonder?
Missoni Creative Director, Angela Missoni has overseen the design of over 220 pieces in the collection, all of which naturally feature Missoni's signature bold colours, textures and patterns. The designs are woven into ranges that spread out across womenswear, menswear, children's wear, homewares and outdoor furnishings in several exclusive prints to Target. When asked why the Australian market for such a collaboration, Angela Missoni explains, “there are many similarities between the Italian culture and the Australian culture, mainly in the attitude. The attitude we have of enjoying nature, enjoying the sun, enjoying life and taking it with a little bit of easiness.”
In essence we couldn't agree more. The attitude to life and taking is less seriously is one we can all adopt, or at least aspire to. The Missoni for Target range will be available in 60 stores nationally - and you can look out for it online too as it launches on October 8, 2014. We wish you a speedy trip to the cashier to all of you who decide to commit to the queue!
Ottavio and Rosita Missoni - Click Video Above to hear how it all started.