In "high-end goes high-street" news, Prabal Gurung is the latest designer to collaborate with a fast-fashion retailer - Target.
Target is no stranger to designer collaborations; the mega-store has previously worked with a bevy of popular runway designers. Over the past six years, Target has collaborated with Missoni, Proenza Schouler, Rodarte, and more than fifteen other designers.
"SO excited to announce our collaboration with Target!!" read the post on Prabal Gurung's Facebook page. Four years after launching his own label, Gurung has already reached another milestone.
The 80-plus-piece collection of clothes, bags, jewelry and shoes will hit stores on February 10th, 2013
"It's a fashion and love story," according to Target Style and Gurung.
The look book of the anticipated collection has not yet been revealed other than the floral shorts suit in the photo above. According to Vogue.com, Gurung's Target collection will be incredibly affordable with a price range of $19.99 for a T-shirt to $199.99 for the leather jacket. Expect a mass of Gurung's signature graphic prints and details to be featured throughout the collection.
"My own collection is also inspired by the idea of emotion and all of those things," Gurung tells Vogue.com. "Since this is coming out in February, I thought it was the perfect fit." The designer also feels honored to be working with the mega-store. "It's almost like a rite of passage for new, young designers," Gurung said.
The designer told Target's A Bullseye View, "The collection is inspired by a girl's journey through the different stages of love and the clothes she wears during each milestone-from the first date to meeting the parents to the engagement."
When asked how he feels about other high-end designers producing fashions for lower-priced retailers, Gurung said, "Mixing 'high' and 'mass' fashion is the modern way of dressing; people don't wear head-to-toe high-end designers anymore. These types of collaborations allow people to experience designer clothes at an affordable price, while still maintaining the look of luxury."
Prior to the Prabal Gurung news, Target's next big designer collab was the Target + Neiman Marcus Holiday Collection, which also included Gurung. Because of the designer's pleasant experience working with the retailer, Gurung decided to collaborate again. "The Holiday Collection definitely gave me a taste of what the partnership would be like, but this collection took it to a whole new level," Gurung said, adding, "I knew Target would be a great partner to introduce an affordable collection that still reflected my design aesthetic."
The most exciting part of the collaboration process, according to Gurung: "For me, it is an exciting challenge to interpret my aesthetic into a mass-produced product."
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