It’s possible to be inspired by street style slideshows, but there isn’t much instant gratification provided by them: My wallet has a serious problem with the thought of me wearing nothing but designer wear. Next year, you can expect all of that to change. Thanks to a collaboration with WhoWhatWear, Target’s latest partner for fashion is featuring pieces inspired by street style clothing seen by people attending the shows at Fashion Week.
Best of all, this collaboration isn’t going to be a one-hit wonder. Debuting in February 2016, expect to see capsule collections on a monthly basis featuring clothing and accessories inspired by those street styles. The Business of Fashion reports that the Who What Wear’s active online community will contribute user feedback and editorial data along with the fashion trends that are featured in the items.
All pieces will be priced under $50 and the new merchandise will roll out during the first week of each month. February’s release will feature almost 70 pieces. Sizes from 2 to 26 will be available, with the plus sizes featured exclusively at Target.com.
Katherine Power, WhoWhatWear’s founder, explained on a video featured on the Target website that they are combining what audiences really want with their expertise as fashion editors. An open dialogue will be carried on with consumers asking them what they really want to shop for, what’s missing from the collection, and what is working that month. In the video, the co-founder Hillary Kerr explains that the project combines a little bit of science and a little bit of art.
On Instagram this morning, a snippet of one of the pieces from Target was shared. In the caption, Kerr explains that for her company, WhoWhatWear, this line at Target has been a goal of the company since it was first founded in 2006. The project will be featured in more than 800 of Target’s stores in addition to Target.com and a special WhoWhatWear.com boutique. and there is no end date for the project. In fact, they forsee the collaboration to continue for many years to come.
Some wardrobe staples and a mix of trendy items were seen in some early sketches. The striped shirts and light jackets are a favorite of WhoWhatWear, according to Kerr and Power, and provide an option that is classic. However, the runways and street style provide the inspiration for the dark floral offerings and culottes.
In an official release from Target for the February debut, Target teases buyers with pieces for layering including flowy tops, skirts, dresses, and blazers. The release comes with the opportunity to place the clothes in the very streets outside of Fashion Week by which they were inspired.