Right now, every Nantucket mom and sorority vice president is waking up to discover the joyous news: Target has chosen preppy label Lilly Pulitzer, she of the bedazzled sandals and shockingly pink prints, for its spring collab, set to launch April 19th. The 250-piece collection was revealed at a party last night, where guests browsed bags, swimsuits, sandals, home goods and more for both women (including plus-sizes!) and girls.
Our sister site reports that the "visual blowout" of tropical prints and Palm Beach colors (in January, no less) was notable for the sturdiness of the dresses (and less so by the "flimsy" coverups), the cute, pineapple-topped cocktail stirrers, a pair of fish print high-waisted shorts, and a green and white jumpsuit. Best of all: Prices range from just $2 to $150, with nearly 200 of the 250 items under $30.
After two flops (last spring's collab with Peter Pilotto and this fall's with Altuzarra), Lilly Pulitzer is the safe, recognizable bet that Target needs. Sure, New York fashion kids probably won't be pulling overnighters to sleep outside their nearest Target like they did with Alexander Wang x H&M. But if Lilly Pulitzer's prints can remain beloved for this many decades—at least among a certain set—the less-expensive Target collection will likely be a mega success.
· Lilly Pulitzer Is the Collab Win Target Needs [Racked NY]