collaboration station

Target Partners With Peter Pilotto, Net-a-Porter

Peter Pilotto's fall 2013 collection.
Peter Pilotto’s fall 2013 collection.

British label Peter Pilotto, known for its colorful (and widely copied) kaleidoscope print dresses in sculptural, figure-flattering cuts, is Target’s next high-fashion collaborator. The brand, which is codesigned by Pilotto himself with his partner, Christopher De Vos, announced the partnership today at their runway show at London Fashion Week. According to a press release from Target, the collection will feature women’s apparel, accessories, and swimwear, with most pieces costing less than $60. It’ll make its debut on February 9, 2014, during the next New York Fashion Week.

But what makes this high-low collaboration even more interesting than Target’s previous ones is that they’re partnering with Net-a-Porter to sell “a curated assortment” of the collection. This will allow access to international customers, and tap into Net-a-Porter’s high-fashion customer base, who will be surely thrilled to procure one of Pilotto’s dresses for the same amount they normally pay for a pair of stockings. It’s a win for both retailers, but especially for Target, as it further strengthens their “luxury” rep (meanwhile, Net-a-Porter presumably gets to rake in a percentage of profits). Should it work well, perhaps this will become a long-term partnership — a godsend for those of us who are constantly stymied by those “no longer available online” messages we always get on Target.com.

See Target’s brief video about Pilotto, below.

Target Partners With Peter Pilotto, Net-a-Porter