Friday, October 1, 2010

Stella McCartney for Target redux

You've had three years to recover from the first Stella McCartney for Target Australia hysteria. Gird your loins for SMFT Mark II. In what could best be described as a Target-ed launch tonight, the Australian discount department store invited six local bloggers to the Altona mansion in harbourside Point Piper, to unveil the fruits of its second Stella McCartney capsule collection. The interstate bloggers were flown in and put up overnight at a 5 star. Noted one invitee, Sam Winter aka Sassi Sam, "we were treated like rock stars". Frockwriter wasn't there, but we can confirm that the fashion editors of at least three major Australian newspapers not only were not invited, they were given zero information by Target about the launch. Nevertheless Grazia Australia broke the news on Twitter and has a story next week (update 02/10: and The Sydney Morning Herald both have the story today - although info for the SMH story was not provided by Target). The bloggers report they are being paid to write posts and must submit copy for approval. While they're busy doing that, here is a first look at the 42-piece collection (which is already on Target's website), to be sold in 102 Target stores and online from October 29. It ranges from $20 for a headband up to $299 for a silk dress and includes some kickass cropped cigarette pants, blazers, skinny jeans, tulip skirts, lace and satin blouses and some quite beautiful dresses, including one French blue lace cocktail dress with sweetheart neckline and a heavily-embellished shift. 

And good news for larger sizes: although the size 16 merchandise in McCartney's first Target collection appeared to languish on the sales racks at the end of the season - prompting Target to make its subsequent Zac Posen capsule collection up to a size 14 only - everything in this collection does appear to range from 6-16. 

Although the designer was not present, by all accounts, the launch was in typical Stella style: tableaux of fresh-faced models milling around in the gear, taking high tea. 

all images: target australia


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