Target does a Very Poor Job of keeping its GO:International roster Top Secret – and for good reason. People get STOKED knowing designers like Alice Temperley and Erin Fetherston are going to be cost-accessible in the very near future, and that builds major, major buzz for the collections. Even if the lines aren’t complete successes, the really GREAT pieces always disappear like lightning every time a new collection drops. I mean, seriously, an advance Erin Fetherston bag nearly gave me an attack when the FaceHunter snapped some lucky girl with it in New York this week, and I know I’m just one of many who are way, way into these collections. And Target hasn’t even officially announced her as the next designer! Which gets us to the point…
Jovovich-Hawk is the next design team to create a capsule collection for the GO:International line! This isn’t Carmen Hawk’s and Milla Jovovich’s first diffusion attempt; earlier this year they teamed up with Spanish retailer Mango (to varying degrees of success). Say what you will about the Mango collection; I’m ridiculously excited to see what they pull out for Target. Their own line, nominated for a CFDA award in 2006, has consistently been very lady-like and detail-oriented; pieces have a definite vintage feel and are, if not quite a MODERN take on Victorian-era, 20s cabaret, and 40s femme fatale looks, certainly a fresh reinvention of them. Even their high-waisted, wide-legged denim was 70s accurate – but in a very feminine, non-kitschy way. Every article you read on designers who have taken the Target-plunge mentions their surprise at how inexpensively and accurately that even the smallest detail could be achieved, and, as with Proenza Schouler, Jovovich-Hawk is all about construction. I can’t wait until the Press Preview leaks (and you KNOW it will, sooner rather than later).
For more on Jovovich-Hawk, including past collections and shows, hit up NYmag, Style.com, or the Jovovich-Hawk website. And click over to nitro:licious for the link to the LA Times article in which the story broke.
