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Missoni for Target is spot-on

Italian designer teams up with department store chain to create fashionable looks for less

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Posted: Friday, August 5, 2011 12:00 am | Updated: 11:21 am, Fri Apr 5, 2013.

From Milan to Minneapolis to a store near you comes Target’s most playful, vibrant and colorfully exuberant collaboration yet: Missoni for Target.

Since Missoni’s founding in 1953, it has grown into a global luxury brand and remains a highly regarded Italian label.

Headquartered in Milan, it’s known for its array of knitted garments, accessories and house wares in distinctive zigzags, stripes and circular patterns, all found in a kaleidoscope of colors.

Target first opened its doors 1962 and since then has revolutionized the American retail spectrum forever offering high-quality, affordable goods all under one roof, perpetuating the

notion that “all you need is right here,” hence the name, Target.

Said to be Target’s “biggest collaboration to date,” according to Vogue.com, it has become a new-age rival to the hit designer collaborations of H&M. From the recent collaborations with it-brands on the rise such as that of Thakoon, Rodarte and Proenza Schouler, to international lifestyle brands such as last year’s “Liberty of London for Target,” Target has given its fashionably sound customers access to the luxurious sweet life while maintaining its economically sound image. Most items in the collection will be priced under $40.

The 400-piece collection will include everything from clothing for men, women and children, to dinnerware and home goods, to the contemporary “must-have,” such as a bicycle costing $399.

Daughter and creative director of the brand, Angela Missoni, along with her own daughter, Margherita, have worked very closely with the Target team both in Milan and Target’s headquarters in Minneapolis to ensure a collection befitting the Missoni family name.

“Quality has always been one of the key aspects of Missoni, along with knitwear, pattern and color,” Margherita Missoni said, in recent profile for Vogue Magazine.

Missoni has always been a brand where the conventional and traditional have no place, so it’s no question as to why they would go against the grain, and according their critics, “possibly lowering the standard and reputation” of the brand by working with Target.

Margherita disagrees with the assessment.

“People ask me, ‘is it a good idea to do a collection on a large scale?’ But for me, I don’t perceive it as lowering your brand; I see it as creating something new and collectible,” she said.

“Working with Target has been fantastic,” Angela Missoni said. “We are eager to share with our families across the United States.”

One of the most amazing ideals surrounding this collections is that no matter where you live, whether on the Upper East Side of New York or Detroit’s West side, this is fashion iconography. This collection embodies the look-for-less aesthetic while giving fashion lovers another brand with which they may accent their wardrobes and decorate their homes.

Though this amazing idea of designer collaborations should be an everlasting phenomenon, it won’t last forever. The collection hits Target stores nationwide beginning Sept. 13 and will run through Oct. 22.

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