Diane von Furstenberg is bringing her signature wrap dresses — and more — to Target this spring.
The Minneapolis-based retailer announced Tuesday that its next limited-time design collaboration will be with the legendary designer. The special collection for Target and at Target-like prices includes more than 200 pieces across clothing, accessories, beauty and home.
Items start at $4 and most will cost under $50. It arrives in stores and on Target's website on March 23rd.
Carol Spieckerman, a retail consultant, noted that the announcement came just days after it unveiled a new bargain-focused brand called Dealworthy with prices starting at $1, and said the company has made significant improvements to one of its other major value-focused private label brands performed. Up to the top.
“It seems that Diane von Furstenberg's announcement is perhaps intended as a counterweight to show that we are not just doubling down on cheap everyday items,” she said.
Some of Target's newer design partnerships are with emerging designers who aren't yet household names.
With this partnership, Target has tapped a designer who has been on the scene for decades and resonates with older shoppers. But it remains to be seen to what extent this will be the case with younger buyers, Spieckerman added.
These limited-time collaborations are one of Target's hallmarks, cementing its reputation as a cheap, chic, big-box retailer. Other popular collections released over the years included Missoni, Lilly Pulitzer and Jason Wu. This is the 25th anniversary of the first design partnership with architect Michael Graves.
This is also the 50th anniversary of Fürstenberg's iconic wrap dress. The designer launched her brand in the 1970s.
For the collection for Target, Fürstenberg collaborated with her granddaughter Talita von Fürstenberg, who is co-chair of her eponymous brand. They've dug through the archives for some prints, but there are also some new patterns and pieces, including matching mommy-and-me outfits and new takes on activewear and tabletop.
“Talita and I are proud to partner with Target to extend this invitation to even more women who want to experience timeless pieces that bring effortless glamor and empowerment to their everyday lives,” von Furstenberg said in a statement.
For the first time in a Target design collaboration, it will also include custom furniture such as headboards, benches and room dividers, which can be customized in one of seven fabrics starting at $300. Items will be assembled and shipped within four weeks.
“Our partnership with Diane and Talita von Furstenberg represents Target at its best – curating an amazing and unique assortment and offering it at exceptional prices,” Jill Sando, executive vice president at Target, said in a statement.
Von Furstenberg told Vogue that she's already carrying one of the totes with a black-and-white vintage wave pattern from the yet-to-be-launched Target collection.
And even though the fabrics used in the Target collection's wrap dresses are different than her own brand, she told the magazine that the $50 price tag was “ridiculous.”