Target goes New York Fashion Week: Inside the store's buzzy anniversary collection

Maeve McDermott, USA TODAY
The dramatic Target centerpiece of the room, surrounded by dancers.
The dramatic Target centerpiece of the room, surrounded by dancers.

What better way to kick off New York Fashion Week than with a brand most Americans can actually enjoy – and afford?

Target, famous for their many designer collaborations over the years, is commemorating two decades of their trademark partnerships with a new anniversary collection, featuring over 300 reissued items from many of their beloved lines from guest designers. Jason Wu, Lilly Pulitzer, Anna Sui, Phillip Lim, Isaac Mizrahi, Hunter, Proenza Schouler, Missoni and Rodarte are among the many designers and brands whose Target-designed pieces will be revived in the new collection.

The store celebrated the collection with an immersive showroom that popped up Thursday in Manhattan’s Park Avenue Armory. It will launch in Target stores and online Sept. 14.

And basically, it was the wildest, coolest Target ever.

Interactive exhibits let attendees pose in front of Missoni’s iconic zigzag designs, as a live pianist feted the crowd in Mizrahi’s hot-pink “5th Avenue meets Main Street” room. Sui’s room featured a video of the designer discussing her "Gossip Girl"-themed designs in a baroque purple nook. Ribbon dancers were stationed in front of Wu’s exhibit to honor his “American girl in Paris” collaboration, with a full dance team dressed in Target red – as well as pieces from the collaborations – entertaining guests in the middle of the buzzing room.

Dancers in front of the Jason Wu display.
Dancers in front of the Jason Wu display.

Of course, it wouldn’t be a Target experience without a shopping component. In the back of the room, selections from several of the collaborations were available for purchase. Popular items, from the looks of the hauls in attendees’ arms, appeared to be Hunter backpacks, Lim’s blue and yellow animal-print separates, Sui’s prim-and-proper dresses and Rodarte’s tulle-and-lace designs.

Prices for the items were more classic-Target than high-fashion. The showroom was full of under-$100 finds, with many of the items coming in at much cheaper than that.

A rack of Lilly Pulitzer x Target dresses.
A rack of Lilly Pulitzer x Target dresses.

Mizrahi, as well as Tyra Banks, were on-hand as Target's red carpet hosts, with other attendees including Ashley Graham, Normani, Ashley Benson and Mandy Moore.

The Anna Sui exhibit.
The Anna Sui exhibit.

See the full list of Target collaborations being revived for the 20-year anniversary collection:

  • Michael Graves (1999-2013)

  • Philippe Starck (2002)

  • Stephen Sprouse (2002)

  • Isaac Mizrahi (2003-2009)

  • Erin Fetherston (2007)

  • Proenza Schouler (2007)

  • Thakoon (2008)

  • John Derian (2008, 2010)

  • Anna Sui (2009)

  • Rodarte (2009)

  • Stephen Burrows (2010)

  • Zac Posen (2010)

  • Harajuku Mini (2011-2012)

  • Missoni (2011)

  • Jason Wu (2012)

  • 3.1 Phillip Lim (2013)

  • Altuzarra (2014)

  • Lilly Pulitzer (2015)

  • Marimekko (2016)

  • Hunter (2018)

This article originally appeared on USA TODAY: Target goes Fashion Week: Inside the brand's anniversary collection