Saturday, January 16, 2016

Will Who, What, Wear Hit the Mark?

WWW campaign: street style on the street

 Proof that the internet has changed forever the way we shop lies in Target's latest apparel collaboration, set to hit the stores January 31. Target loves to release the goodies on a Sunday.

Is Who, What, Wear a little-known designer that Target will propel to fashion stardom? No, WWW is an online fashion magazine aimed at readers 18-34, providing daily updates of celebrity and runway fashion. It began as a blog in 2006 by former Elle magazine editors Hillary Kerr and Katherine Powers and now encompasses its own website, newsletter, podcasts, book publishing— and partnership with Target. 300,000 daily readers can't be wrong.

The founding mothers
Until yesterday I had never heard of it, but then I'm not 18-34. It has a curated shopping section, tips such as "10 Outfits You Can Put Together in Under 30 Seconds" (intriguing), sections on celebrities, street style and fashion trends. There are links to the brand's beauty and lifestyle sites as well.

How will this work? The Target goal is to "create a street style-inspired assortment of apparel and accessories" with input from WWW's followers and from Target customers' feedback. How exactly this happens was not mentioned. The first collection consists of 70 pieces priced from $14.99 to $49.99 and available in sizes 2 to 26 (plus sizes online only).

Target has had some hits and misses with its designer collaborations since the first under that umbrella with Alexander McQueen in 2009. Among the most successful was their partnership with Missoni— mainly because a low-rent Missoni looks pretty much like its upscale counterpart. As with much of Target's apparel, quality can be an issue. I do like what I see from WWW, especially this crisp and lovely white shirt, but seeing (and touching) will make me a believer.

Meet you on the 31st

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