Victoria Beckham & Target Collaborating On Clothing Line
VICTORIA BECKHAM & TARGET TEAM UP FOR NEW LINE
“It’s sophisticated and chic [and] my goal was to create something people would enjoy and remember for years to come,” said the former pop star. The 200 items included range in price from $6 to $70 and feature dresses, tops, pants, and rompers for women, plus some matching sets for kids.
“I wanted to offer a collection of clothes to women who either couldn’t afford designer prices or didn’t want to pay designer prices,” Beckham said. “Target is about being inclusive and that is something that is very important to me as a brand as well.”
This is her first foray into designing children’s clothing as well. “I know what fabrics [children] like because I’ve been dressing them for a long, long time,” she added. “Take that and apply what I’ve learned through being a mom.”
The line was announced last October and will be available for purchase April 9. Target already released some highlights, including a hot pink pants suit. Beckham has noted that the collection isn’t just clothing, but also has things like coloring books, inspired by her daughter Harper. “It’s really about me and her and our relationship and our shared experience,” Beckham explained.
Target really pioneered the idea of exploring designer relationships with celebrities back in the ’90s. and many other stores have followed suit. Their work with Beckham comes after a decline in sales, and the company hopes the collaboration will give Target back some momentum in traffic and sales.
“She really has an eye for detail,” says Target’s chief merchandising officer Mark Tritton. “She’s super-collaborative and engaged.”