Target has teamed up with Clique Media Group for a collaborative campaign with Who What Wear, an operation owned by the content company. Who What Wear is a street-style-based operation including a group of fashion experts set on helping women wear the right thing, and also bring the latest news in the fashion industry.
This collaboration was announced back in October, and members of the company expressed how far of a leap it was for them to take on this partnership with target since it involved moving from content to commerce so abruptly. This new partnership will provide monthly collections. Katherine Power and Hillary Kerr are at the helm of the Who What Wear website, and these ladies will have a lot of pull with the designs.
Since the website is so involved with its readers, the designs in the coming collections will be, in large part, based off of feedback from the audience and the latest shopping activity from site links. In the retail industry of course you want to make clothes that people are going to want to buy, and Power and Kerr’s connection to the shopper definitely will give an interesting edge to each new collection.
Since the everyday woman is the person these designs will be for, the Target x Who What Wear campaign tapped renowned fashion bloggers to model the looks in the first image, which was just released. Lily Kwong, Zanita Whittington, and Gala Gonzalez were featured in the campaign wearing fabulous clothes that could be great in so many different circumstances. The garments were versatile in this way, and of course were trendy enough for women of any age, with a splash of quirkiness to keep things fun.
Once the cold weather of winter really hits, it’s all we can do not to think about the fun, flirty prints of spring and summer. And if the rest of this collection is anything like this first image suggests, our wardrobes will be singing with joy, and waiting for the first chance to wear them without having to worry about bundling up under layers and layers of clothes. Especially with looks like the tea length floral pencil skirt, which was paired with an edgy leather jacket, or the A-line polka dot skirt paired with striped top. Mixing patterns is a great joy of fashion, especially when they’re in season, and this collection seems as though it will be allowing us to have a lot of fun.
When the Target x Who What Wear collection is released on Jan. 31, the garments will be available in 800 Target locations, and also online at the retailer’s website. As for the campaign itself, we can expect the photos will be taken in a similar fashion to this image; such is the niche of Who What Wear. Since the website specializes in street wear trends, the campaign’s photoshoot takes place right on the sidewalk, with great lighting and natural poses all around. After all, this brand is all about what the “real woman” of today is wearing, and now is helping to supply that woman with more fabulous clothes to expand her wardrobe.
Each piece in this collection will cost under $50, and will be sold in a range of sizes from 2 to 26. Plus sizes will be available on Target’s website only, despite the controversy sparked when this was used as the strategy for Target’s collaboration with Lily Pulitzer. While this may not be as far from the fashion industry’s idealized young, thin model stereotype as some might like, including the new sizes is a step in the right direction, for this retailer and all others around the world.
Photo courtesy of @katherinepower