by Kenneth Richard | The Impressionist
Target launched its much anticipated collaboration today with designer Joseph Altuzarra, winner of the CFDA Womenswear Designer of the Year. The launch featured a 360 marketing campaign including a commercial spot directed by fashion icon, Peter Lindberg, featuring Eva Herzigová. The Impression sat with Target spokesperson, Joshua Thomas to chat about the Altuzarra for Target launch, marketing and evolution of Target’s designer collaborations.
First things first, congratulations on the launch! Know this is a busy and exciting day for you so appreciate you taking the time to chat with us. What can you tell us about the campaign?
Thank you. It is a pretty exciting collection and Joseph created a line that is not unlike his own, sophisticated and confident. Directionally the lines intention is to reflect that sophistication with an air of sexy, modern, playful confidence. He created a line that was for a woman, not a girl. The campaign features Eva Herzigová, who is a beautiful, mature woman, as she spends time transforming herself via the Altuzarra for Target’s looks to project her sophistication and confidence. The campaign itself is holistic with print, online, and a television spot.
What have you learned and how has the process for the designer collaboration evolved over the years as Target has more experience in this area?
We pioneered designer collaborations but don’t have a formulaic approach, as each is so unique. We approach every one as if it was our first.
The only template is our timeline otherwise the clothes just won’t get there. It’s an organic process that evolves with each collaboration anew and we look at each story we are telling differently with different messages. And each collaboration is so different. Phillip Lim and Joseph Altuzarra have two very different aesthetics and you can’t present or market them the same way.
What we have learned is that you have to be willing to take risk and try new things from new product categories to ways to market. To be the authority you have to have courage.
Creative | Spring & Target In-House (collaboration)
Photographer/Director | Peter Lindberg
Cinematography | Darius Khondji
Model | Eva Herzigová
Stylist | Melanie Huynh
Casting | Nic Burns