DVF is on its way to a Target near you.
On Tuesday morning, Target unveiled its limited-time collection with Diane von Furstenberg at The Shed in New York, offering the brand’s statement styles like the iconic wrap dress, activewear, tabletop, home decor, beauty, luggage and baby clothes in vibrant colors and prints.
The spring collection hits most Target stores and target.com on March 23, while supplies last.
Spanning more than 200 items, the collection ranges in price from $3.99 to $100, with most items under $50. There is also made-to-furniture starting at $300. It’s one of the largest collaborations Target has done.
“It was two years in the making,” said Talita von Furstenberg, co-chairwoman of Diane von Furstenberg and the designer’s granddaughter, giving a tour of the offerings. She worked closely with the Target team in developing the broad assortment of products, which were produced by Target’s vendors and suppliers. “It’s all their people, that’s how we can get such a good price point,” von Furstenberg said.
“Our partnership with Diane and Talita von Furstenberg represents Target at our best — curating an amazing and distinct assortment and offering it at exceptional prices,” said Jill Sando, Target’s executive vice president and chief merchandising officer of apparel and accessories, home and hard lines. “Guests will fall in love with the inspiring and broad collection. There’s so much to spark joy, just in time for new spring looks — available only at Target.”
Von Furstenberg, who was dressed in a sweater wrap top and high-waisted flare pants from the DVF-Target line, said the collection is geared to a woman in charge who wakes up and wants to feel good, works out, cooks, takes her kids to school, and she’s on the go. “We really focus on every aspect of her life,” said von Furstenberg, pointing to the tablescape, which featured colorful pitchers, glasses, vases, coffee cups and trays that are dishwasher safe. A drinkware set with saucers and stand, for example, sells for $50. “It feels heavy and luxurious and adds just fun vibrant colors to the kitchen which is normally dull. You want to be around the table and enjoy that ritual,” she said.
A tablescape as part of the Diane von Furstenberg for Target collection.
Courtesy of Target
“I think there’s really something for everyone in the collection, for any age, any size, any background because we made such a diverse range of products,” von Furstenberg added.
The collection for Target features DVF’s archival prints as well as new patterns and pieces exclusive to the retailer. It will also highlight the wrap dress and matching mommy-and-me outfits, along with activewear, loungewear and intimates. In addition, the collection offers made-to-order furniture like headboards, benches and room dividers that can be customized in one of seven exclusive Diane von Furstenberg for Target fabrics. The furniture can be assembled and shipped in four weeks or less.
The collection features products that von Furstenberg’s company hasn’t offered before, such as athleisure, including unitards, and there are dresses that mix archival prints with new ones. Women’s sizes go from XXS to 4X, girls sizes range from XS to XL, toddler sizes go from 18 month to 4T, and baby size ranges are 0-3M, 3-6M, 6-9M and 9-12M. The girls, toddler and baby clothes are also offered in adaptive in all size ranges.
There are nylon cosmetic bags for travel, printed press-on nails, nail polish, aprons, lingerie, bedding duvet covers, pillows, comforter sets, accessories, shower curtains, towels, candles, a yoga mat, robes, matching pajama sets, eye and lip makeup sets and sheet masks, and twin bedding for dorm rooms.
The women’s long-sleeve midi wrap dress is $50, and the women’s collared sleeveless wrap dress is $45.
“We didn’t want to do anything that was gimmicky, we wanted it to be useful. Everything has a purpose, everything has a reason to be,” said von Furstenberg, pointing to a stylish candle. “We wanted it to be really useful, but fun and colorful,” she said.
Asked what she learned from the experience and what she might apply to the Diane von Furstenberg business, she said it will be interesting to see how it sells and what people gravitate toward “because we’re looking to expand to new categories right now.” She said if people really love home or athleisure, for example, they can incorporate it.
As DVF celebrates its 50th year in business, von Furstenberg believes the Target collection will help them gain more awareness and attract new customers and will resonate with the brand’s loyal customer.
“It’s a whole ecosystem of DVF for every part of your day and for every girl,” von Furstenberg said.
Since its first collaboration with architect Michael Graves 25 years ago, Target has offered affordable collections through limited-time design partnerships. Previous partnerships include LoveShackFancy, Cushnie, Lisa Marie Fernandez, Zac Posen, Anna Sui, Rodarte, Missoni, Phillip Lim, Jason Wu, Lilly Pulitzer, Christopher John Rogers, Alexo, Rixo, Sergio Hudson, La Ligne and Kika Varga.
Prior to the DVF collection arriving at target.com and most Target stores, guests can shop the collection early at a public event March 15 and 16 at The Shed at 545 West 30th Street in New York.
Two dresses in the Diane von Furstenberg for Target collection.
Courtesy of Target
“Every collection we create is about making women confident so they can be the women they want to be,” said Diane von Furstenberg. “Talita and are are proud to partner with Target to extend that invitation to even more women who want to experience timeless pieces that bring effortless glamour and empowerment to their everyday lives.”
Dressed in a DVF-Target v-neck sweater wrap top and high-waisted flare pants, Diane von Furstenberg said, “Talita was very excited about it. She really ran the whole thing with the designer of DVF. She went into the archives and dealt with all the [Target] merchants who have great resources. It was a fun thing to see through the eyes of a 24-year-old.
“Right now this year is all about celebrating the anniversary of the wrap dress. Even the Target collaboration is a celebration of the 50th year. This year is all about celebration of the past, and inside the company, we are preparing the future,” said Diane von Furstenberg.
“I think they should sell out in a week,” she predicted.
