Photos by 2nd Truth Photography, courtesy Target
The designer collaboration formula continues to deliver for Target (hello, Lilly Pulitzer), but aware that we've been there, done that dozens of times, the mass retailer is trying to shake things up. Todd Snyder was tapped to do a city-specific collection called "Local Pride" launching tomorrow, only at Boston area stores (with other cities to come). Adam Lippes is doing a plaid collection for Target this fall, but clothes are just the beginning—Target plans to make a storewide statement adding tartan touches on everything from Diet Coke bottles to ChapStick tubes.
And then there's the recently-launched collaboration with high-end jewelry designer Eddie Borgo who created Target's first limited edition collection of customizable jewelry, accessories and wall art, priced at $7.99 to $49.99. The concept is so novel for the big box retailer that Target has been throwing intimate parties with some of its favorite social media influencers, like Kate Arends of Wit & Delight and Aimee Song of Song of Style in an attempt to get trendsetters on board—and create some quintessentially Instagrammable moments.
I had the chance to attend the Wit & Delight party in St. Paul last week, and I must admit: I got swept up in making bracelets and necklaces, like a school girl. The wine helped, as did the dazzling setup with Munster Rose floral arrangements and fuchsia geodes on a long marble table impeccably set with pretty white bowls and trays of Eddie Borgo stones and bangles. It was about the furthest thing from a Target end cap, and that, of course, was the idea: to show the charm of the collection out of the store, and out of the plastic packaging, and remind women how much fun it can be to sit around a table, drinking, gabbing, and stringing beads. Whether the parties translate to sales remains to be seen, but I give Target credit for finding creative ways to refresh the collaboration concept.
I asked Borgo about his Target partnership.
Let's talk a bit about the customization aspect to this collection.
In the retail landscape, the maker experience is very limited. When creating the collection, I loved the idea of handing the design process over to the consumer and encouraging them to create pieces that are uniquely theirs—celebrating their own personal style. It was important that my studio work closely with the Target design team on selecting the highest quality materials for each style created. Semi-precious gemstones, polished wood, powder-coated silicon, stained glass, metal and leather fringe add an unexpected value to the collection.
And who do you think this appeals to?
It is DIY, but executed in a thoughtful and considered way. It is incredibly straightforward and fun for any age group. I hope to see gatherings of family and friends, spending time together this summer, creating and crafting their own unique styles.
The collection has a bit of a '60s-'70s flavor. What inspired that?
I was inspired by the idea of modernizing the 1960s and 1970s crafts culture, which lent itself to this customizable collection and brought it into a modern context for today. My mother was involved in the crafts movement and I remember spending my childhood creating with her in our backyard. She had stacks of inspiration books that I would look through—a favorite was Native Funk & Flash by Alexandra Jacopetti.
When it comes to accessories, are you of the more-is-more or less-is-more mindset?
Modern women understand that jewelry helps to define their look—without taking it over. I love to see women choosing jewelry that speaks to them, mixing materials and colors that make sense together, wearing their jewelry alongside their favorite timepiece or small leather accessory. The styles created for Target embrace the spirit of personalization, allowing the customer the freedom to adjust their favorite looks from day to night or season to season with the quick change of a bead, charm or totem. There are no rules. Convertibility is key.
Why did you choose Poppy Delevingne as the face of your Target collection?
Poppy, in addition to being a beautiful and wonderful person, celebrates creativity. She herself is an individual and has such incredibly style, making her the perfect person to embody the spirit of collaboration and star in our campaign.
Poppy Delevingne and Eddie Borgo for Target