Brace yourselves, a lust-worthy diffusion line is coming. Australian designer Dion Lee has today joined the ranks of international designer heavyweights, such as Stella McCartney and Zac Posen, announcing his diffusion range with retail giant Target. If it’s anything like designer diffusion lines of the past, we’re expecting a stampede of shoppers and items to sell out. Fast.
The limited edition range will be launching nationally, in stores and online, as part of the retailer’s ‘Designers for Target’ initiative, which strives to make designer fashion more affordable for everyone. Staying true to his sport luxe aesthetic, Lee’s collection will mix elements of tailoring, lounge and active wear. Expect tailored detailing, laser cut outs, technical fabrications and – for the first time ever – a performance wear capsule. You read that right, you’ll be able to casually throw on your Dion Lee to work out.
Collaborations such as this bring into question how the designer’s brand will be perceived when they temporarily drop their exclusivity and team up with an affordable retailer. Target’s collaborations in the US with Missoni and, more recently, Lilly Pulitzer, both sold out almost immediately, with demand so high the online store crashed when each collection launched.
Post-collaboration, Missoni certainly seems to have maintained their high-end status, whilst having exposed the brand to a whole new segment of the market. However, Lilly Pulitzer received backlash from her devotees, who were unimpressed that once exclusively-priced pieces were being made available to the masses for as little as US$40. While most designers have come out on top after a diffusion line, it doesn’t work for everyone.
Personally, we’re all for diversification over here, especially when it means making high-end designs more widely accessible.
Dion Lee for Target will hit shelves and online on July 2, 2015. Read about Target’s collaboration with Dannii Minougue in Issue 21 of The Collective, out next Monday 4th May.