On February 2nd Opening Ceremony in Manhattan opened its doors to the masses with the world debut of Target's newest Go International line from fashion darlings Jack McCollough and Lazaro Hernandez of Proenza Schouler.
The Proenza Schouler for Target debut marked a new page in fast-fashion, as the famed downtown boutique cleared its stock of hi-end designers in exchange for Target's retail-ready line. From February 2nd through the 7th, coinciding with New York Fashion Week, the non-descript storefront was transformed, with a Target-sponsored bulls-eye flag, and a brightly colored window display clearly staking Target's claim.
As late as 7 p.m. on the second day of the line's debut, budget fashionistas still dutifully sifted through the racks of clothes in hopes of finding a size small amidst the sea of picked over items. Others waited patiently in line to try on armfuls of clothes.
Most notably, what separates this particular high-end fashion and mass retail collaboration (also known as masstige in Europe) apart from those before it is the implementation: Traditionally, collaborations between designers and mass retailers have launched in their respective retail venues; Izaac Mizrahi for Target launched at Target, Karl Lagerfeld for H&M was released at H&M. In the case of Proenza Schouler for Target the collection debuted at Opening Ceremony in an attempt to present a Target product in a more credible and fashionable venue.
With Proenza Schouler a perennial New York City favorite, and the island of Manhattan itself without a Target location closer than far-away Brooklyn, the downtown debut also allowed Manhattanites to best get their hands on the collection.
The Target and Opening Ceremony collaboration is a natural fit of like-minded philosophies; Opening Ceremony hosts emerging international designers, taking its name from the world Olympics, Target's Go International line features capsule collections from celebrated designers worldwide.
The Proenza Schouler for Target collection features signature Proenza touches like architectural cut and construction, quirky color combinations and of course, various iterations of the signature piped bustier that launched the duo to fame in 2002. The skinny jeans, a candy-colored assortment of pencil skirts, patent leather belts, weekend totes, and shiny windbreakers, in colors like "China Red" and "Showgirl Purple," are sure to please both the old fans and newly introduced alike.
With Proenza Schouler for Target, Jack and Lazaro follow in the footsteps of iconic designers such as Luella Bartley, Behnaz Sarapfour, and Izaac Mizrahi who have also lent their name and design sensibilities to Target's Go International venture.