Lest you think that the fashion set is experiencing designer collab fatigue, hundreds of people (including Jessica Alba and Solange Knowles) crowded New York’s Spring Studio for last night’s launch of Phillip Lim’s highly anticipated collection with Target.
The collaboration is a long time in the making. Target had to court the designer for five years before he would agree to partner with them–but it’s worth the wait. “I hear Target has been trying to get him for a long time and it finally happened, so they must be really excited,” said campaign star (and Lim’s personal friend) Tao Okamoto.
“I know his design is still high-end, but a lot of the younger generation wants to buy him, so this is a great opportunity for them.”
Though there wasn’t as much to do compared to last season’s Prabal Gurung launch–I mean, it’s pretty hard to top a carnival–there was a really cool interactive screen that spanned the room. Guests could step up and manipulate different videos by turning a toy-sized ferris wheel or tugging on light switches. And in a cool personal twist, the background of the video featured friends of Lim.
As with any Target launch party, though, the real centerpiece was the collection itself–and judging by the complete mob scene to snap up pieces (complete with Disney World-style winding, long lines), this is going to be another sell-out hit for Target.
Photos: Getty & Neil Rasmus/BFAnyc.com