As we predicted, Liberty of London, a British brand known for its prints and mini-florals, is the newest brand to partner with Target for an extensive product line.
Slated to hit stores on March 14, Liberty's offerings will include fashions for men, women and children, home décor, storage, organization and garden. This is considered one of the largest collections Target has launched with an outside brand. Select pieces from the Liberty of London for Target collection will also be available at Liberty of London.
"I am thrilled by the way Target has interpreted the flower power of Liberty by mixing, in a very modern way, our heritage prints with the widest ever range of products from lingerie to design chairs to bicycles," said Geoffroy de La Bourdonnaye, chief executive of Liberty, in a release. "The collection is a very youthful interpretation of the love and rebellion values that Liberty of London stands for."
The 134-year-old Liberty of London is a company steeped in history, yet has managed to remain fashion-relevant. Theory, Sienna Miller's Twenty8twelve and even Kate Moss for Topshop have recently used Liberty prints in their collections.
In recent seasons, Target has been flitting from designer to designer instead of working to develop one signature line to replace Isaac Mizrahi, who designed for categories across the board. With the announcement of the Liberty partnership, however, it seems this could be a contender to fill the hole Mizrahi's departure created.
Now see how the retailer is making holiday shopping painless (while you score pieces from the new Rodarte for Target collection before it hits stores).