My Victoria Beckham for Target poplin shirtwaist dress
I showed up 15 minutes before the store opened; there was a line but not too long. As I chatted amicably with a mother and daughter, who, like me, were waiting for the doors to open to the world of Victoria Beckham I realized something: there is a warm camaraderie when shopping these Target collaborations. You are in it together, waiting in anticipation to see if the item you want is available. It’s a mad, mysterious, dash! But more often than not it is worth it. I have done it now several times (as have my new friends) but it has not lost its magic. Why do I return time after time? Because there is no other way for me to afford the fashions of these high-end designers. Because the quality is top-notch (this poplin shirtwaist dress is a first-rate sturdy cotton). And because my Target purchases have become favorites in my wardrobe!
I love owning distinct designer pieces. It makes me feel special. And isn’t feeling special in your clothes what it’s all about?
Dress, Victoria Beckham for Target; Handbag, Kate Spade, Sandals, Pedro Garcia
Photo by Alexandra Queripel; filmed on location at Reeves-Reed Arboretum
Courtesy: Victoria Beckham for Target
“The inspiration behind this campaign is – a world of possibilities – make believe – imagination – and the unexpected.” `~ Victoria Beckham
Victoria Beckham for Target collection launches on April 9 but the full lookbook is here – and it’s a celebration of the life and relationship Beckham shares with her daughter, Harper. It’s personal to Beckham and everything is lovingly designed. Much like Beckham’s VVB line (which Beckham started in 2011 when she was pregnant with Harper) and describes as the “younger sister to my ready-to-wear collection,” the campaign is whimsical and full of unique touches that feature 200 pieces and carry across women’s, girls’, toddler, and baby categories. The pieces range in price from $6 to $70, but the best part is that most items cost under $40. Says Beckham: “I see this collection being worn by everyone, everywhere. It’s fun. It’s functional. And it’s really cool as well.” I plan to be one of that ‘everyone!’ and pick out a treat for myself – I am thinking of a dress!
Announced last week that Victoria Beckham will be the latest designer-collaborator with Target (scheduled to be released April 9th), I am left with the question … do I have it in me one more time to shop the frenzy? Yes, is my answer – if the designer is Victoria Beckham. I would love to have the chance to own one of her beautifully-fit classic prints. And thanks to these collabs, I may just have my chance.
The opportunity for inclusivity was essential to Beckham. In an exclusive interview with the Business of Fashion, Beckham says, “I can reach so many more women through working with Target. It’s not just because of the price point but because of how many stores that they have, located all around America. These are women that I haven’t been able to reach out to in the past, and I always say that I want to empower women and make women look like the best versions of themselves. That shouldn’t be only people who can afford to spend a certain amount of money.”
Shouldn’t be, indeed! But so often is, and that explains the success of these collaborations and the draw for me. Victoria Beckham for Target will be available April 9 through April 30, 2017, or while supplies last, at all Target stores and online at Target.com. Princes will range in price from $6-$70, with most items under $40, and will be offered in sizes XS-3X for women and with the introduction of a baby and children line, NB-XL.
With the limited timeframe and the popularity of Beckham it will be a challenge for me and for others. But the collection, which promises to be fun and playful, similar in essence to the Victoria, Victoria Beckham, VVB line, arriving in time for spring – is definitely alluring. I’m buying it!