Listen to the article
3 min
This audio is auto-generated. Please let us know if you have feedback.
Dive Brief:
Target is launching a limited-edition collaboration with New York-based fashion designer Rosie Assoulin on Saturday, according to a Tuesday release.
The 41-piece collection is mostly priced under $50 and features dresses, bags and footwear. It also includes Assoulin’s first multi-item home goods line of kitchen and beach towels, as well as a stackable lunchbox.
Rosie Assoulin x Target will be available at select Target stores, as well as online and via the app. In New York City, Target’s recently opened SoHo location is hosting “an immersive shopping experience” on Saturday to celebrate the launch. The store will offer product giveaways and feature a community art installation, per the release.
Dive Insight:
Target has been working to upgrade its merchandise mix and revitalize its image. In May, the company shuffled some of its veteran executives into new positions and named Tara Russell, who previously led the redesign of Target’s SoHo store, as senior vice president of merchandising, apparel and accessories. In addition, Gena Fox was appointed senior vice president of design after having previously spearheaded Target collabs with brands including Kate Spade and Roller Rabbit.
Image courtesy of Target
A new slate of 2026 partnerships has also helped showcase the company’s efforts to effect a multiyear turnaround. In April, DTC swimwear brand Andie launched a limited-edition collection, and fashion brand LoveShackFancy’s limited-run line debuted earlier this month, just ahead of back-to-school season. Also in July, Target introduced its second limited collection from upscale home line Parachute.
The partnership with Assoulin, who won the CFDA Swarovski Award for Womenswear in 2015, aligns with Target’s tradition of bringing high-end fashion to the masses. That tradition began in 2003 with Isaac Mizrahi, who was named to the new role of creative director at large in June, working with Fox.
In Tuesday’s release, Russell said that the Assoulin partnership was a reflection of Target’s “merchandising authority,” adding that the bright, colorful collection offered “fresh, designer-inspired style [customers] can make their own.”
Meanwhile, Target’s five-year partnership with Ulta wraps up next month, and its third-party marketplace is expanding. Recent additions to the invite-only channel include brands such as Forever 21, Clarks and JanSport, as well as beauty products from LovelySkin and home and entertainment goods from Serta, JLab and Hisense.