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Kohl's Taps Milly for Next Designer Collaboration

Why it makes sense for the mass retailer.

H&M and Target obviously get the most buzz for their designer collaborations -- and while they do tend to pull the biggest names, there are other mass retailers in the game.

One of them is Kohl's, which just tapped Milly by Michelle Smith for its latest DesigNation collaboration.

DesigNation sets itself apart from other designer collaboration programs (and makes things more fun for designers) by sending each designer to an exotic destination to inspire his or her collection. Smith went to Capri, so expect touches of "Capri's technicolor vistas, dynamic Mediterranean culture and signature Caprese style of effortlessly chic dressing," according to Smith.

Kohl's may not have the most stylish reputation on its own, but it has gotten really good designers for its DesigNation collab series including Derek Lam, Narciso Rodriguez, Peter Som and, most recently, Elie Tahari.

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They're not quite as sexy as Alexander Wang or Joseph Altuzarra, but they're all respectable, well-known brands with loyal followings. Plus, Kohl's customers aren't necessarily looking for the hippest, most fashion-forward looks. Milly, known for its chic, feminine, uptown aesthetic, seems like a good fit. As Kohl's CEO Kevin Mansell puts it, "She personifies what is important to our customers, great quality, great design and great family values."

Milly for DesigNation will hit stores and online next spring.

Homepage image: Andrew Toth/Getty Images