Phillip Lim’s On Target

Target, the retail giant now synonymous with bringing our favorite high-end brands to the fashion-conscious masses, unveiled their collaboration with 3.1 Phillip Lim yesterday with a presentation as minimal and chic as the garments themselves. The collection, which includes a range of apparel for men and women as well as shoes and accessories, captures Lim’s aesthetic at a price-point that won’t induce shopper’s remorse. “I make clothes that are very cool, simple, easy and chic,” says Lim of designing for the Target audience. “Hopefully it connects with the people.”

While some of Lim’s most iconic pieces have been referenced for the collection—most notably a reinterpreted version of his popular “Ka-Pow” sweater—the bulk of the collection excels in its simplicity. “It’s about context,” explains Lim. “It’s about distilling it down to the core and saving the fluff for the runways.” His favorite pieces, a clean beige trench with powder blue accents and a tailored navy tux, epitomize this notion. “When is the last time you walked into a Target and got a tuxedo?,” the designer adds.

Judging by the positive reception following yesterday’s preview, it seems likely Target will have another collaboration success story to add to their growing list when the collection hits stores September 15. As for Lim, with New York Fashion Week just around the corner, he has little time to celebrate. “I’ve been feeling the heat for the whole year,” he admits. “I’m trying to have a drink and remain calm.”