Two household names are colliding to create something completely new and unexpected. Retail powerhouse Target and fashion brand Dion Lee are collaborating on a new range of garments, one Lee hopes will “reflect the lifestyle of the contemporary woman, mixing elements of tailoring, lounge and active wear, to create the ultimate modern wardrobe.”
“Laser cutting detail is no longer reserved only for designer runways, and you can forget about neoprene being used just for swimwear. This collection makes high-end fashion affordable and more accessible to everyone.”
While the pairing may confuse some, Lee says it was a straightforward decision to release a diffusion range with Target:
“I was extremely excited to be contacted by Target with the concept of collaborating. I was familiar with all of Target’s successful international collaborations including Missoni and very happy to be involved in the program.”
Since launching his eponymous label in 2008, Lee has established himself as a domestic and international success. This collaboration will give a wider consumer bracket access to his designs, with prices starting at only $25. “I’m really happy that a taste and pieces of our brand can be made available to a larger audience,” the designer said.
The vision sees the collection as pieces that women can use on an everyday basis. Within the range is day-to-night clothing, loungewear, performance wear and accessories. The limited edition embraces style and function and will only be available in 35 selected stores nationally and online from July 2nd. If you can’t wait that long, don’t worry: the lookbook will be out on the 16th June.
