GO International Is On Target

[Trendzilla] The big-box realtor shows its commitment to slow fashion remains

In 2006, Target introduced its GO International line, bringing some of the biggest and most talked-about fashion houses to us normals who'd otherwise never even be able to think about wearing Rodarte, Thakoon, Zac Posen and Proenza Schouler. Yep, I've spent a few, uh, hours these past five years driving to every Target within a 20-mile radius trying to find that Anna Sui wrap dress or that heart purse by Erin Fetherston that still goes for at least $50 on eBay. And luckily, Target has heard my sad, sad cry for that $45 Rodarte slip dress ("$45" and "Rodarte" still look strange next to each other).

"GO International has an incredible following," says Trish Adams, senior vice president of apparel and accessories for Target. "We wanted to provide women who love fashion with a second chance to get their hands on some of the program's most popular dresses."

The GO International program offers a small collection by a handpicked designer for a limited time—not only creating the hype and excitement necessary for this pop-up type of exclusive, but also making Target a go-to for affordable, accessible pieces with decent quality and pricing and high-end looks. Available just a few times per year, fashion fans started looking to Target—along with H&M—for almost-reproduced looks straight off the runway.

Rodarte for Target lace-print dress 29 in black/tan, $39.99.
Rodarte for Target lace-print dress 29 in black/tan, $39.99.

To celebrate GO International's five-year anniversary, select Target stores will offer 34 dresses from 17 past GO International collections. The limited-edition assemblage features dresses from Luella Bartley, Tara Jarmon, Paul & Joe (by Sophie Albou), Behnaz Sarafpour, Proenza Schouler (by Jack McCollough and Lazaro Hernandez), Libertine (by Johnson Hartig), Alice Temperley, Erin Fetherston, Jovovich-Hawk (the now-nonexistent line by Milla Jovovich and Carmen Hawk), Rogan (by Rogan Gregory), Richard Chai, Jonathan Saunders, Thakoon (by Thakoon Panichgul), Tracy Feith, Rodarte (by Laura and Kate Mulleavy), Zac Posen, and Tucker (by Gaby Basora).

So, yeah, a lot of your favorite items from the past you weren't able to catch in stores won't be available, but taking a look at the selection of dresses, it's easy to see Target took special care in picking the most classic designs and looks from the past five years—fast fashion isn't always good. The pieces in the GO International limited-edition collective will range from $24.99 to $44.99 and will be available from March 13 through April 10.

Plan ahead. Now.

This column appeared in print as "On Target."

 
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