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KMart, the world's third-largest chain store (after Walmart and Target), is probably best known for its signature Blue Light Specials and less known for its fast-fashion savvy. But it looks like that's all about to change with the fall 2010 KMart Design collection—a collaboration between the retail behemoth and 250 hand-picked international designers to create a line of more fashion-meets-function products.
And it's not just a couple of pieces here and there—there's a whole fashion brand image overhaul going down. The company has commissioned photographer Alexi Lubomirski to shoot the ad campaign, which will appear in the September issue of Vogue.
· KMart Design [Official Site]
· Kmart Design makes an effort to create quality, un-fugly clothing [Refinery29]