Continuing its swing away from runway-inspired designer collections and toward retail-focused brands, the mass-market chain has teamed up with beachy label Calypso St. Barth, according to an exclusive from InStyle Magazine.
The collection will launch in stores and online May 1, and much like the Liberty for Target collaboration, Calypso for Target will span both fashion and housewares, ranging from a mere $1.99 to $79.99. For a glimpse of the brand's crisp, coastal aesthetic, take a peek at the label's Cruise 2010 collection, online now and pictured here.
After Target's much-lauded collaboration with Rodarte in the 2009 holiday season and its follow-ups with Zac Posen and Jean Paul Gaultier, the mass market retailer spent the latter half of 2010 favoring retail-friendly one-offs: Mulberry bags, a Wren dress, and capping off the holiday season with some rather lackluster offerings from William Rast (a line founded by Justin Timberlake and Trace Ayala).
Target's senior vice president of marketing seemed to echo the push towards less over-the-top merchandise, telling InStyle: “Calypso St. Barth is a renowned global brand with an incredibly loyal following and we think Target’s guests will love the no-fuss, sophisticated appeal of the collection.”
For those with a hankering for a return to the Zac Posen collection, however, there's still Target's all-star collection -- featuring Posen, Proenza Schouler, Rodarte, Thakoon, and others -- set to hit stores in March.