Take McCartney.
"So many people come up to me and say, 'I love your designs but could never afford them,' McCartney told H&M. "This collaboration is a great way to speak to a wider audience and let them get to know me and my designs better."
Vera Wang's Simply Vera line is scheduled to hit Kohl's stores in September, featuring clothes, lingerie, bedding, shoes, handbags, jewelry, sleepwear and sunglasses.
JC Penney shoppers already know Nicole Miller, and now they're going to get acquainted with identical-twin designers Chip and Pepper Foster, whose new C7P line of affordable Chip & Pepper denim and sportswear will debut at the mass-market retail chain this back-to-school season.
Inspired by the California surf lifestyle, the C7P line includes vintage jeans, Bermuda shorts, beach-printed tees and hoodies all priced from US$14.99 to US$34.99.
"At Chip & Pepper, we have always maintained that there should be an affordable alternative to the premium fashion market that allows young fashionistas and budding style kings to wear the clothes they want at a price they can afford," the Foster brothers have said.
They insist the C7P line maintains the same look as the US$200-plus straight-leg jeans, US$77 tank tops and US$126 hoodies in the premium Chip & Pepper line.
For Libertine's Hartig and Greene, designing clothes for Target customers is a chance for the bicoastal partners to stretch their creative muscle.
"We could do anything we wanted because we couldn't replicate these one-of-a-kind pieces," Hartig says. "So our initial design meeting entailed Cindy and I bringing in a bunch of vintage things we had collected over the years, taking elements from this and that and combining them to come up with a concept and a theme."
The shorts, for example, were inspired by a pair of 50s swimtrunks with a buckle on the front, which brings Hartig to Libertine's next venture.
"We're going to do a men's line next," he says. "But Target doesn't know that yet."
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