The Internet is taking over the world—and your future wardrobe.
In what could be the industry’s first, top retailer Target teams up with leading shopping and style platformWhoWhatWear.com on a fashion line that will debut next February. The revolutionary collaboration marks the start of braver commercial choices that involve capturing fashion consumers more quickly.
The debut collection is set to feature 70 pieces that are modestly priced—they start from $14.99 (roughly P700)—but are generously diverse. Business of Fashion reports that the line will be carrying both classics (think linen t-shirts) and trendsetting pieces (think sleeveless vests). The range showcases the media company’s—in this case, Clique Media as represented by WhoWhatWear—innovative way of encouraging its readers to shop smartly and frequently.
“We created everyday essentials and a handful of trend-driven, more directional pieces,” says co-founder Hillary Kerr. “We want the shopper to mix and match and pair pieces with what they already have in their closet.”
The main aim of the partnership, however, is to seamlessly integrate content and commerce. “We’re operating at the intersection of fashion, media, and e-commerce,” explains WhoWhatWear’s other founder, Katherine Power. “Our idea was to make magazine-quality content, but offer the instant gratification a magazine can’t.”
While it’s Hillary and Katherine who approached Target for the project, the retail giant is just as serious about launching this collection. The collaboration signals a few things to fashion consumers: that they’re taking style and apparel a lot more earnestly now, and that they offer more stuff other than soaps and home knickknacks.
All items from the collection will be available online at Target.com and WhoWhatWear.com. February’s gonna be one crazed shopping month, we tell you.
Photo courtesy of WhoWhatWear
