Target’ has announcement that it’ll be going mad for plaid by paying homage to this fan-favorite, brisk-weather pattern as only Target could with an Epic Plaid Takeover.
Kathee Tesija, executive vice president and chief merchandising and supply chain officer for Target explains it further: “When we started to think about fall, we knew we wanted to do something special, something that would usher in the season in a way that only Target could. Plaid has been a defining element of style for every generation, and we felt it would be the perfect centerpiece for this design moment: it can be both fun and fashionable, so it offered us a lot of flexibility as we thought through ways we could bring it to life for our guests.”
Like the pattern itself, Target’s crossing lines all over the place, bringing tartan touches to everything from home goods and must-have fashion for the entire family to plaid Coke bottles, shampoo bottles, ChapStick tubes, dog leashes, Band-Aids, paper towels… with more than 360 items you’ll definitely want to “check” out.
“We’ve had so much fun working on this concept, and it’s been amazing to watch it build from a seed of an idea to a program that will canvas an entire Target store. My hope is that our guests have as much fun shopping these products as we’ve had developing the concept. There’s also an element of surprise that I think guests will experience as they travel from aisle to aisle. I can’t wait to be in the store with them to see how they react to those fun touches, like plaid diapers or mouthwash.”
The cherry on top of Target’s plaid campaign? A partnership between Target and American sportswear designer Adam Lippes, who has created a limited-edition collection of apparel, accessories, and specialty home goods. But there’s a catch: Target challenged Lippes to create the entire line around one thing and one thing only: buffalo plaid. (Lippes is a native-born son of Buffalo, New York). Trust me when I say you’ll want to mark your calendars for this one.
Fans of the New York-based designer know him for his fashion-forward, feminine designs and basics, while those discovering him for the first time will swoon over his innovative and refreshed take on a classic pattern.
“As a designer, I’ve always admired Target’s ability to make beautiful products available to everyone,” said Lippes. “I was thrilled when they approached me with the challenge of creating an entire collection around buffalo plaid. It’s also been exciting to design for categories that are entirely new for me.”
Target’s plaid takeover begins in August and will continue through October. Prices range from $1.99-$179.99, and availability in stores and on Target.com will vary. Adam Lippes for Target launches at all Target stores and Target.com on Sept. 27.