With somewhat less fanfare than last month’s Missoni line, Target’s latest designer collaboration, the Josie Natori for Target collection, was released over the weekend. After 5 years of affordably priced fashion collections (Proenza Schouler, McQ by Alexander McQueen, and Rodarte…just to name a few), I’m really excited to see Target venture into the realm of affordably priced intimates. I sincerely hope the Josie Natori for Target partnership is the first of many more designer lingerie alliances to come, but with all that said, I haven’t bought a single piece from the Josie Natori for Target collection.
Believe me, I wanted to. And I tried on every item available at my local Target store because I was really excited about this collection. But I was left feeling underwhelmed. Now, there was nothing wrong with the pieces I tried on. They looked fine. They fit fine. And the material felt about as nice I could expect a $20 bra or $35 pajama set to feel, but when I was looking at myself in the mirror, I just didn’t feel excited about this collection. And even a $35 robe isn’t a deal if I’m not sure I’ll wear it.
In my opinion, something was lost in translation here. The essence of Natori, the intangible feel of the brand, just didn’t carry over into the Target range. All the pieces looked and felt like something I might have seen at Target anyway…even without the Josie Natori name. My final opinion? Great concept, but an unsatisfying execution. Still, I’m looking forward to Josie Natori’s Valentine’s Day themed second collection for Target. I haven’t seen any photos yet, but I’m optimistic about taking home a piece…or three.
Have you seen the Josie Natori for Target collection? What do you think of it? I’m really interested in getting your feedback in the comments.