But How Will It Play in Tulsa?
By
ERIC WILSON
“THERE’S a big difference between Paris and Oklahoma,” the designer
Alexander McQueen said the other day, and, boy, did he have a point.
For his collections shown in Paris, Mr. McQueen has frequently delved into dark territories of bondage, skulls and, most recently, taxidermy, which could make some audiences understandably squeamish. Not to stereotype, but Mr. McQueen’s designs have not exactly played well in the Midwest and the Plains, where there is not a big market for gothic-inspired corsetry.
Mr. McQueen would like to be better known throughout America, he said, which is why he has designed a collection for Target. It will go on sale in March under his McQ label. The clothes are inspired by rocker-chick bands and look a bit like something
Debbie Harry would wear to the grocery store, meaning zippered black tights, slinky T-shirt dresses in hot pink and black tiger stripes and shirtdresses with a tattoo print. A couple of concert T-shirts show images of Liela Moss, the lead singer of the Duke Spirit, an English band that is surely well-known in Tulsa.
“I’m bringing my culture to them,” Mr. McQueen said. “I wouldn’t ever design a collection where I’d think about what people would wear in the Midwest.”
Tapping Mr. McQueen to design a collection seems a little odd even for Target, which has branded itself as a design maverick, given the times. (The company said Tuesday that it would lay off 600 employees at its headquarters in Minneapolis.) The McQ clothes are on average more expensive, from $19.99 to $129.99, than Target’s prior fashion collaborations, and certainly not as cheerful as anything
Isaac Mizrahi would have considered. But Trish Adams, a Target senior vice president, said the line will be offered in only 250 Target stores and online, as well as during a two-day preview in Manhattan, starting Feb. 14, at 330 West Street.
“We are trying to push the envelope with this,” she said. “We thought it was maybe time to come up a level in fashion credibility.”
Target will also be selling a compilation album from the Duke Spirit, introducing Ms. Moss’s music to a new audience, or at least giving a clue as to who that lady is on the T-shirts.
“I did think that was sort of weird,” Ms. Moss said. “But I might as well revel in thinking about all these young women either wearing this anonymous face, or maybe taking a moment to try and figure out who it is.”
(nytimes.com)