FROM Paris to the people, Collette Dinnigan is the latest designer to team with Target in a deal that will see her luxurious designs sell to the masses for less than $20.
Dinnigan has designed a discount lingerie collection, Wild Hearts, for the budget retailer, which will be rolled out in selected stores nationally in two weeks.
The announcement is hot on the heels of New York designer Zac Posen's collaboration with Target, which goes on sale on Thursday.
But unlike Posen's limited edition collection, Dinnigan's range will be continually updated and replenished until at least the end of the year.
Speaking with The Courier-Mail yesterday, Dinnigan said she hoped the collection would sell well enough for it to be stocked in Target permanently.
"My teaming with (Target) was never a one-off," Dinnigan said. "I wanted to do this with a company that could grow (lingerie) as a big department in their stores, and I think, especially in lingerie, they need a good quality product."
Until now, Dinnigan's designs, which she shows in Paris twice a year, have only been available at high-price points, but she doubts the collaboration will cheapen her brand.
"I always thought there'd be two reactions: 'Oh my god, why Target?' and 'Fantastic, we can get it at a good price'," she said.
Dinnigan's Wild Hearts collection will feature fabrics never before found in lingerie at Target, such as silk. The range will include french knickers, corsets, chemises, balconette and plunge bras, briefs and boy shorts in champagne, cream, raspberry, black and chocolate.
Target has been on a roll recruiting top designers to create affordable versions of their designs for the retailer since the success of Stella McCartney's 2007 range, which sold out within hours in some stores. McCartney was followed by Australian designers Josh Goot, Yeojin Bae and Gail Sorronda.
And this week, Zac Posen will unveil his 20-piece capsule collection for the store, featuring a replica of the dress Grey's Anatomy star Katherine Heigl wore to last year's Emmys.
The Wild Hearts collection goes on sale from April 17.
http://www.news.com.au/couriermail/
Dinnigan has designed a discount lingerie collection, Wild Hearts, for the budget retailer, which will be rolled out in selected stores nationally in two weeks.
The announcement is hot on the heels of New York designer Zac Posen's collaboration with Target, which goes on sale on Thursday.
But unlike Posen's limited edition collection, Dinnigan's range will be continually updated and replenished until at least the end of the year.
Speaking with The Courier-Mail yesterday, Dinnigan said she hoped the collection would sell well enough for it to be stocked in Target permanently.
"My teaming with (Target) was never a one-off," Dinnigan said. "I wanted to do this with a company that could grow (lingerie) as a big department in their stores, and I think, especially in lingerie, they need a good quality product."
Until now, Dinnigan's designs, which she shows in Paris twice a year, have only been available at high-price points, but she doubts the collaboration will cheapen her brand.
"I always thought there'd be two reactions: 'Oh my god, why Target?' and 'Fantastic, we can get it at a good price'," she said.
Dinnigan's Wild Hearts collection will feature fabrics never before found in lingerie at Target, such as silk. The range will include french knickers, corsets, chemises, balconette and plunge bras, briefs and boy shorts in champagne, cream, raspberry, black and chocolate.
Target has been on a roll recruiting top designers to create affordable versions of their designs for the retailer since the success of Stella McCartney's 2007 range, which sold out within hours in some stores. McCartney was followed by Australian designers Josh Goot, Yeojin Bae and Gail Sorronda.
And this week, Zac Posen will unveil his 20-piece capsule collection for the store, featuring a replica of the dress Grey's Anatomy star Katherine Heigl wore to last year's Emmys.
The Wild Hearts collection goes on sale from April 17.
http://www.news.com.au/couriermail/
