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Target has reset its sights on global fashion domination, and part of the plan now involves Marimekko, the Finnish design house known for its prints. Target announced the spring collaboration this morning.
The full collection will include apparel, outdoor décor, furniture, and "entertaining essentials." Most of the items will be priced below $50, but Target boasts that the standout items from the collaboration include a $500 paddle board, hammocks, and bocce ball sets. Early images from the collection show bold zig-zagging patterns and floral designs that could double as Rorschach tests.
The colorful and playful patterns are inspired by Finland's seasons. Since the winters in Finland are long, its residents take full advantage of summer, during which the sun can stick around until midnight. Together, Target and Marimekko want to create "the feeling of an eternal summer and carefree outdoor living by offering items that bring people together and encourage them to play," according to the press release.
Target has been retuning its fashion offerings recently. The store dedicated more resources to improve the look of its apparel section, revamp its jeans, and bring back "cheap chic fashions." Continuing to produce its ever-popular collabs (Target's most recent big hits were Lilly Pulitzer and Phillip Lim) is a proven way for the retailer to assert itself in the fashion world.
The Target x Marimekko collection hits stores on April 17th.