Target partners with Lilly Pulitzer

American retailer Target, known for its designer collaborations, has unveiled that Lilly Pulitzer, known for its vibrant, sunny prints will be its collaborator for spring 2015, with a limited-edition line featuring 15 exclusive prints that have been created by Lilly Pulitzer artists specifically for the collection.

Launched last night in New York the collection includes 250 pieces of apparel for women and girls, accessories, shoes, beauty and homeware, with prices ranging from 2 to 150 dollars, with nearly 200 items retailing for under 30 dollars. The collection will also for the first time include plus sizes, following the complaints regarding its last designer collaboration with Joseph Altuzarra.

“This spring, we wanted to offer a collection that embraced colour, print and pattern in a bold, fresh way,” said Stacia Andersen, senior vice president, apparel and accessories, Target. “As we started to think about the perfect partner to collaborate with, Lilly Pulitzer was the clear choice given the brand’s inspiring heritage, authority with print and pattern and resort-chic aesthetic.”

Lilly Pulitzer, a socialite with a love for vibrant printed shift dresses, may have passed away last year, but her namesake Palm Beach label is still a hit today, and this mainstream collaboration marks a new chapter for the brand which was founded in 1959.

“Target is a design leader known for offering an unparalleled assortment of stylish, affordable products,” said Jane Schoenborn, vice president, creative communications, Lilly Pulitzer. “The Lilly Pulitzer for Target collection marks a new chapter for our brand, and we’re excited to give Lilly fans everywhere, including those who have loved the brand for years and those who will get to know it for the first time through this collaboration, a chance to experience this incredibly chic lifestyle collection.”

The Lilly Pulitzer for Target collection will be available across all Target stores in the US and Canada, as well as on Target.com, from April 19.

Image: Lilly Pulitzer for Target