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Target has collaborated with everyone from stylist Kate Young to designers Joseph Altuzarra to Lilly Pulitzer, and most recently, Adam Lippes. Now it’s going in an unexpected direction in teaming up with a media company for the first time. The retail giant is partnering with Who What Wear — an online fashion and shopping editorial site founded by former Elle editors Katherine Power and Hillary Kerr in 2006 — to provide a yearlong collection of both classic and trendy apparel and accessories.
New designs from the street-style driven collection (priced from $14.99 to $49.99) will be introduced on the first week of every month, starting on Feb. 1, 2016. The first-ever collection will include nearly 70 pieces, ranging from flowy tops and blazers to pencil skirts and daytime dresses, and will be sold at 800 Target stores and online at Target.com and WhoWhatWear.com. Plus-sizes will be available online.
This collection will be a first for Clique Media Group — which owns WhoWhatWear.com, as well as Byrdie.com and MyDomaine.com — in product development. The deal was brokered by APA.
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“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,” Kerr wrote on Instagram alongside a photo of a denim item with a Who What Wear logo.
Adds Power in a video for Target: “We are going to be tapping into all of the Target guests and all of our social media followers and really having an open dialogue about what you’re missing from your wardrobe.”
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