Missoni are on a high right now. Their Fall 2011 collection was the best I've seen from them in a long while and it shows, as the collection is already doing really well at retail and their highly anticipated collaboration with Target was an instant sell out. While their Spring/Summer 2011 collection is notably different from their fall show, Angela Missoni definitely hit a high note again this season.
Inspired by her daughters arriving home from a night of dancing in Sardinia, the collection was full of fringed necklaces and hemlines, bold colours, assymetric necklines and multi tiered dresses and skirts alongside the brand's signature prints. Often these details came on the same look but did not look fussy or over-the-top. Instead, the playful experimentation with different details this season is exactly what Missoni needs if he wants to keep hold of the younger generation it attracted for fall.
Yesterday, ahead of today's New York Fashion Week festivities, Missoni held a private launch party and they pop up store on Sixth Avenue to celebrate the unveiling of their collection for Target.
Doutzen Kroes, Rachel Zoe, Camilla Belle and the whole Missoni family were in attendance.
As we reported earlier this month, in aid of their collaboration with Target Missoni are working on a selection of videos to help you incorporate their signature printed pieces into your wardrobe. The first video is out and sees Margherita Missoni talk us through the brand's heritage and how the Target collaboration campaign came to life.
If this doesn't get you excited about the September 13 launch, we don't know what will.
In the fashion industry we all love Missoni. I mean, what's not to love? Their signature prints are classic yet modern and they're known for producing some of the best knitwear around. So why are they collaborating with budget retailer Target? “We really wanted to reach a large audience,” Angela Missoni told The New York Times. “As Missoni, we have a big name but we are not a huge company, so there’s not much product around.” On second though, that seems true. Although the brand is a firm fixture in the wardrobes of many fashion insiders - hello Rachel Zoe and even baby Skykler - they've still got some work to do in the American market. As Jeffrey Buchman, professor of advertising and marketing communication at FIT, explained, brands are using budget retailers like Target to reach new consumers and boosting brand awareness.
This focus on increasing the brand's visibility is clear in their marketing strategies. Get ready for Margherita Missoni to share her must haves from the 400-piece collection, as well as appearing in a selection of videos to help you incorporate their bright printed pieces into your wardrobe.The collection will also be made available in a pop-up shop in Bryant Park during fashion week.
The Missoni for Target collection will be in Target stores from Sept. 13 through Oct. 22.
