Target + Victoria Beckham

Victoria Beckham is debuting a limited-edition apparel collection at Target in April 2017.

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Historically, Beckham’s upscale pieces feature simple, classic lines and colors.  This new collection is  rumored to include pastel tones, as well as some spring-y patterns.

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With 200 initial pieces for women and children, this will be her first foray into children’s clothing design.  And Target’s announcement of this collaboration that is still months out is unprecedented, and has industry veterans scratching their heads.

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Whether this release will garner the hype and hysteria of the Lilly Pulitzer for Target sell-out of 2015 remains to be seen. Target has vocalized their desire to gain market share in baby/children’s clothing. Capturing the millennial parents with unique, affordable designs may prove to be a smart move.

images via fortune, victoriabeckham, thesun