Never one to let us go too long without news of a new design collaboration, Target has just announced its upcoming partnership with FEED and founder Lauren Bush Lauren. The collaboration benefits Feeding America, a hunger-relief charity with which Target has partnered since 2001.
Bush Lauren collaborated with Target’s in-house design team on a collection that rivals the retailer’s Neiman Marcus holiday collection in both size and scope. We got to see all 57 pieces yesterday morning–everything from super soft t-shirts and hoodies, to adorable baby clothes, to tote bags, to functional objects like water bottles, flatware, iPad cases, and even a foldable bicycle. Items will range in price from $3 to $400.
Just about every product features a Feed logo, as well as a number. Each number signifies the number of meals donated as a result of purchasing that product. They’re based on Feeding America’s conversion of $1 into eight meals. A large tote bag, for instance, had a “28″ on it. Bush Lauren hopes to give out 10 million meals if the collection sells through.
Aesthetically, the collection is timeless, utilitarian and American. “It’s back to school; it’s summer,” said Bush Lauren of the collection, which hits stores June 30–just in time for the Fourth of July. “We wanted it to be Americana, but not too in your face with American flags…I love things that are simple and classic and not to overdesigned, so things you can wear and love and not something you’re going to regret buying a month later.”
Despite having taken summer courses at both Parsons and Central St. Martins, interning at Zac Posen, and having her own line at one point, Bush Lauren claims her design background didn’t come into play during the creation of this collection. “It was more instinctual,” she said. “It’s fun to be an editor and curator.”
We like the unfussy design, especially when the logos weren’t as prominent, and actually preferred the functional products, like water bottles and cozy blankets, over the clothes in most cases. Though, a seemingly logo-less classic denim shirt caught our eye as well.
Sadly, we can’t show you what it looks like yet, but we will as soon as we get the okay from Tar-gé.