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As for Colombian brand Agua Bendita, founders Catalina Álvarez and Mariana Hinestroza were able to maintain the brand’s classic hand printed designs as they scaled to Target’s global audience. “We’re proudly handmade, so every single detail and the prints are handIllustratedIn Colombia at our Agua Bendita factory. We created them specifically for this project with Target,” says Álvarez, noting that they kept all of the best aspects of Agua Bendita andInfused themInto this collection. The two confess they started their brandIn earnest as a way to make their own outfits for parties, and that same fun loving energyIs evident throughout the capsule.
“Target has a long history of bringing to our guests the world’s best designers at amazing prices, and our partnership with Agua Bendita, Fe Noel, and RHODEIs another great example of that,” said Jill Sando, executive vice president and chief merchandising officer for TargetIn a press release. “These are bold, distinctive, women founded brandsInspired by their own roots and cultures, andI know our guests will absolutely love them.”If you need a refresher, Target’s Fall 2022 Designer Collection featured La Ligne, Kika Vargas, and Sergio Hudson.In the past, the retailer has also collaborated with designers such as Missoni, Marc Jacobs, Tory Burch, Altuzarra, and Rodarte. Just like years past, theseItems are sure to sell out quicker than you can say “Tar jay.”
Ahead of the announcement, ELLE.com had the chance to preview the collections and speak with each designer, all of whom emphasized that Target encouraged them to think big, explore cultural nods, and embrace their own brand DNA. From RHODE, you can expect to see signature features like braided belts and ruching similar to that of their bestselling Pia Dress. “We want people to dress for the fun they want to have this season,” says RHODE co founder Phoebe Vickers. Amen to that. “We were told to go wild, do whatever we want, and have fun withIt, and then [the Target team] took what we had and madeIt come to life,” says Purna Khatau, Vickers’ business partner, adding that because Target has such extensive resources, they didn’t have to “dumb anything down” from RHODE’s typical offerings. The collection also marks the brand’s first forayInto swimwear andItIsn’t the only oneIn the lineup to enter a new category. “[This collection] really encapsulates everything that Fe NoelIs,” says Fe Noel herself. The designer’s capsule carries her signature GrenadianInspired prints, breezy silhouettes, and puffy sleeves. For the first time, however, she got to experiment with accessories, like bags, sunglasses, and jewelry. “We took parts of every collection we’ve ever put out and really created these pieces so that when people seeIt, they feel that they’re getting authentic Fe Noel. They’re getting the vibe...in allIts glory.”
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