As reported by frockwriter on October 1st, the second Stella McCartney for Target Australia collection was due to launch in 102 stores on October 29th. Last Thursday, Target told Ragtrader that 20percent of the stock had sold out on its first day and that the company was “extremely pleased” with the reaction. Five stores were singled out for special mention, where the 42-unit range had reportedly performed the best. Adelaide's Target Rundle Street, slap bang in that city's busiest shopping precinct, clearly was not one of them however. Because when frockwriter was in town last week for the Adelaide Fashion Festival and checked the store on November 9th, it looked to have almost the entire collection still hanging - and noone looking at it. Five days later, at Westfield Bondi Junction in Sydney – one of the stores flagged by Target as having experienced the highest demand – we couldn’t help but notice this 20percent off banner, top, in the middle of McCartney’s section. And this is what the Stella McCartney section looks like today in Target Rundle Street (below) - after the entire McCartney promotion was moved away from the front of the store to join the rest of the womenswear offer, reports our SA fashionista-on-the-ground, Selena Battersby.
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: vogue.com.au 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.
