Lilly Pulitzer to Launch Target Collection

Jan 7, 2015 at 5:56 pm |
By

Cape Cod and Florida’s Gold Coast are in an uproar following the announcement that the iconically preppy Lilly Pulitzer brand will be launching a 250-piece collection exclusively with Target this spring. Stacia Andersen, Target’s senior vice president of apparel and accessories, stated,

This spring, we wanted to offer our guests a collection that embraced color, print and pattern in a bold, fresh way.As we started to think about the perfect partner to collaborate with, Lilly Pulitzer was the clear choice given the brand’s inspiring heritage, authority with print and pattern and resort-chic aesthetic.

To say that Lilly “[embraces] color, print and pattern” is one way to put it another way would be that it “vomits bright preppy patterns on women’s smocks.” And don’t forget about that price tag. Okay, okay so Lilly patterns can be charming on the occasional baby, hip mom, or sorority girl (sundresses for days), but retail behemoth Target means mass production and mass accessibility a truth that is concerning many longtime Lilly fans. At a time in American history when the middle class is rapidly disappearing, it’s certainly an interesting move to bring white-collar fashion to blue-collar shopping. According toJane Schoenborn, the vice president of creative communications for Lilly Pulitzer,

The Lilly Pulitzer for Target collection marks a new chapter for our brand, and we’re excited to give Lilly fans everywhere, including those who have loved the brand for years and those who will get to know it for the first time through this collaboration, a chance to experience this incredibly chic lifestyle collection.

Talk about haughty! While it’s true that Lilly is ‘incredibly chic,’ we have to wonder how long it will stay that way after everybody and their mother is wearing it. Still, maybe it will be nice to see so many people looking clean-cut and colorful come springtime. One thing is for certain: you can expect a lot more people to start pronouncing Target as “Tarzhee.” Read some of the hysterical #LillyforTarget tweets below:

Lilly is about to get a whole lot less exclusive! Find out the details here…