MINNEAPOLIS — Target Corp. will launch a limited-edition collection with CFDA award-winning designer Rosie Assoulin on July 25, marking the retailer's latest bet on designer partnerships to drive traffic and reinforce its positioning as a value-priced style destination.
The collection spans apparel, accessories and — for the first time in an Assoulin collaboration — home goods, including kitchen towels, dual-purpose beach towels that double as sarongs, and a tiffin box. It will be available in select stores, on Target.com and through the Target app.
Assoulin, known for bold silhouettes and expressive color in her namesake label, said the line draws on her experience as a Target shopper. "As a busy mom, I've been a Target customer for years, and it's been such a joy to work together to bring the spirit of summer to the shopper with approachable, effortless and convertible pieces that can be thrown on from the beach to a dinner with ease and accessibility," she said.
Tara Russell, Target's senior vice president of apparel and accessories, framed the collection as part of a broader merchandising strategy built around exclusive designer partnerships. "Our guests trust Target to bring them incredible style at an exceptional value, and partnerships like Rosie Assoulin x Target are a reflection of our merchandising authority of curating fresh, designer-inspired collections that guests can only find at Target," Russell said.
To mark the launch, Target's SoHo store in New York will host a shopping event on July 25 featuring a community art installation and giveaways while supplies last. Select stores nationwide will also roll out collection-themed visual displays.
The partnership continues a pattern for Target, which has periodically used limited-run designer collaborations to generate buzz and differentiate its apparel business from mass-market competitors.
