Street style slideshows are great for inspiration, but they don't do much for immediate gratification: As much as it'd be nice to don all designer, all the time, our wallets severely disagree. That's about to change early next year, since Target's latest fashion partnership will feature pieces inspired by street style looks spotted outside Fashion Week shows, thanks to a collaboration with WhoWhatWear.
Plus, this won't be a one-off collaboration. Target's rolling out monthly capsule collections featuring street-style inspired clothing and accessories that will debut in February 2016. These items will combine fashion trends with editorial data and user feedback from Who What Wear's active online community, Business of Fashion reports. New merchandise will be introduced in the first week of every month. The first delivery will have almost 70 pieces, all priced under $50, according to Business of Fashion. The line will be available in sizes 2 to 26, with plus sizes sold exclusively on Target.com.
"We've taken our expertise as fashion editors and combined it with what our audience truly wants," WhoWhatWear cofounder Katherine Power explains in a video on Target's site, adding that their teams will be having "an open dialogue" with consumers about what's working each month, what's missing, and what people actually want to shop for. "It's a little bit of art, and a little bit of science," cofounder Hillary Kerr says in the video.
This morning, Kerr shared a snippet (like, an actual too-close-to-see-anything-other-than-a-chambray-collar) on Instagram of one of the Target pieces. The caption explains what this move means for the company, noting that one of her dreams when she and Power started WhoWhatWear in 2006 was, "to have a line of clothing and accessories at Target." The project's monthly-delivery model has no end date, and the collaboration will hit 800 Target stores (as well as Target.com and a dedicated boutique on WhoWhatWear) "for years to come," Kerr wrote on Instagram.
When we started @whowhatwear in 2006, one of our dreams was to have a line of clothing & accessories at @target. Starting in February of 2016, that dream will officially become a reality, with new product hitting 800 Target stores (and online, of course) every month for years to come. It's so exciting, and none of it would have happened without the amazing team at Target, the incredible women and men we work with at our company, and all of the unbelievable encouragement we receive from friends, family, and the brilliant people who have believed in @whowhatwear along the way. ❤️ I AM SO EXCITED! Click the link in my profile for more details.