The most exciting designer partnerships have occurred when two unlikely pairs join forces — e.g.: mass retailers and high-end fashion houses. But, Target’s Eddie Borgo collaboration
, set to arrive next month, will include you in the equation. And not just because you’re the one with the credit card.
In its first DIY-driven collaboration, Target's joint project with the NYC jewelry brand leaves the design in the customer’s hands. Which, as Borgo explains, seems like a natural choice. “I keep traveling the world, and I notice that in each different area that I’m traveling to, it’s always the same. People are always embracing ‘maker culture.’ They want to personalize things, they want to create their own identity, they want to create things on their own, and this collaboration literally hands over the design process to the consumer.” And the GIFs ahead are a first look at how this different kind of high-low merger put things into motion.
Charms snap onto handbags and wall art for a personalized finish. Beads link onto bracelets and necklaces wherever you please. And endless options present themselves among the 100+ pieces that make up the collection. "There is an initial aspect that might feel overwhelming," says Borgo, "but once you start taking things apart and putting them back together, you realize a bracelet can become a pair of earrings, a component from an earring can become a necklace, a component from a necklace can become a totem on a mobile you can hang from your ceiling."
Feel free to peruse the first official lookbook images from the collection in the slides, but keep in mind that this Target collab is missing a very important piece until July 12 come around. As Borgo puts it, "The magic in the collection will really be when we’ll get to see what customers do to customize their products."