The anticipated Jovovich-Hawk Go International line will hit Target this Sunday 02 March. I feel as if I keep writing this story and then the follow-up story which reads something like ‘never mind, it sucks’. I haven’t seen anything interesting in these designer capsule lines in several collections. No one except a 5 year old or someone pregnant can actually look good in a multi-teared chiffon dress. And the average Target shopper seems to understand this which is why they stayed on the racks through clearance. I love Erin Fetherston but that line obviously did not translate well on the racks of Target. I really want to continue covering this story though because I think it’s spectacular that Target makes these super-cool fashion labels accessible to their market -it’s beneficial for all involved.
There’s going to be a lot of competition in this market -I saw a preview of SJP’s Bitten line which has a price point of under $20 (!). It’s mostly basics but that is exactly what it needs to be at that price. The Vera Wang for Kohl’s spring line looks as if it could be amazing -but that can be a whole other story when you see the items in person. I heard the last line was well constructed but I never made the time to go see for myself. We all speak the delicate language of pairing our designer statement piece with a barely visible layer of ‘H&M basic’.
You don’t, however, always get what you pay for -you can buy a designer coat for $1,000 to have the buttons fall off just as easily as an $80 H&M coat. I remember Plum Sykes writing an entire story in Vogue about this happening with her brand new Chloe coat. I like to use Urban Outfitters as an example of this. I call their items disposable clothing -you can find a $50 designer top at any given sample sale that will last a lifetime. For the same price UO offers a poorly designed top that falls apart after one wash -I learned this when I was 20 which was about the last time I stepped inside the clothing section of UO. They are great for books and novelty items like Jesus action figures and fake poop though.
Click here to see the entire Jovovich-Hawk collection in the Target Press Room.
