There were mixed reactions – from surprise at the high-end designer’s decision to partner with such a ubiquitous family brand, to excitement at being able to buy a piece of Dion Lee at a more affordable price.
Now you can make up your own mind – Dion Lee for Target will launch online at 8pm tonight, before a national release across selected Target stores from July 2.
“That’s the great thing about collaborations, they bring together the unexpected,” Lee told Broadsheet at preview event yesterday.
“We’re a very niche brand, and I was interested in the opportunity to broaden our brand awareness.”
The new collection is what Lee describes as women’s performance wear – a fluid collection of 36 trans-seasonal sports-luxe pieces. Layers and textures are a big component of Lee’s aesthetic in this range – either with in-built layers of different materials, or pieces designed to be worn against something else, such as the perforated mesh bomber jacket or sweater.
It was a potentially risky move for a designer such as Lee – there is a risk he might dilute his own brand in the eyes of his established customers. But the result is really an all-round win. The pieces are unmistakably Dion Lee – from sporty-yet-structural silhouettes, to the geometrically printed loungewear. Yet for the Dion Lee fan who cannot spend $1000-plus on an outfit, the price point is a big relief – ranging from $25 to $119 (and in sizes 6 to 16). There is also a range of neoprene tote bags and shoes to accessorise with the range.
Lee says he decided to do performance wear for this collaboration because: “It gave me the opportunity to do something new that wasn’t already competing with my own brand.”
Target has previously collaborated with well-known designers including Missoni, Josh Goot, Stella McCartney and Sass & Bide.
Dion Lee for Target will be available at selected Target stores in Melbourne including Melbourne CBD, Camberwell, Chapel Street, Doncaster, Southland, Highpoint City, Northland, Frankston, Cranbourne and also Geelong.