Target Partners with ‘Who What Wear’ To Launch New Fashion Line

Image: Who What Wear, Target

Target is known for their designer collaborations but their latest announcement has us excited because it shows that the mass retailer is expanding on its fashion partnerships in an effort to boost their fashion offerings.

They have now announced that they will be partnering with online fashion and shopping editorial site Who What Wear for not just one collection, but an ongoing partnership that will lead to seasonal collections of apparel and accessories, to begin in 2016.

This is Target’s first time partnering with a media company on a fashion collection (instead of a fashion brand) and choosing Who What Wear is a brilliant move. The website, launched by former Elle editors Katherine Power and Hillary Kerr in 2006, focuses on trends, street wear and celebrity fashion.

From left to right: Katherine Power and Hillary Kerr, Image: Courtesy

What does this mean for the line?

It means no specific aesthetic like the past collections from Lily Pulitzer, Adam Lippes and other designers. It means a collection that will be trend-driven while offering street wear in a stylish way that’s affordable, wearable and accessible. There will definitely be something for everyone in these seasonal collections. Bustle calls this “affordable luxury” and we wholeheartedly agree.

What does this mean for plus size women?

With 70 apparel and accessories items from 20 categories being included in this collection, ranging from size 2 to 26, this means we get some fashion options out of this too! Priced between $14.99 and $49.99, it also means that we can rejoice because it won’t empty our wallets and bank accounts!

The downside? Plus sizes will only be available online, as it has been in the past with other designer collections at Target. Ugh. Yes, we know.

According to Business of Fashion, there will be four seasonal collections, “complemented by mini collections“. Each seasonal collection will arrive the first week of the month and delivered to over 800 Target stores.

BoF also states:

“While not every store will carry the entire range, all items will be available at and”

“Who What Wear’s most-read street-style posts also helped inform what pieces were developed for the Target collection. While the line features classics such as trench coats and linen t-shirts, there are also sleeveless vests and printed pencil skirts that one would expect to see on a fashion insider.”

Kerr told BoF:

“We created everyday essentials and a handful of trend-driven, more directional pieces. We want the shopper to be able to mix and match and pair pieces with what they already have in their closet.”

The new Who What Wear collection for Target launches February 2016.

We’re intrigued. Are you? Please leave us a comment below and let us know. Will you be buying from this collection? How do you feel about Target? Have they gotten better or worse from a fashion point of view? Let’s talk!