The duo at work creating their eye-catching pieces.
Most pieces in the nearly 70 piece collection will retail for under $60.
This is a big year for Peter Pilotto and Christopher De Vos. The London-based design duo behind the critically adored label, Peter Pilotto, won the 2014 British Fashion Council/Vogue Designer Fashion Fund award on Tuesday night. And on February 9th their much-anticipated collaboration for Target will hit stores, introducing their signature riotous digital prints and sculptural silhouettes to the masses. And we’re not just talking malls in the American Midwest. The line is so major, Target partnered with Net-a-Porter to make the collection available outside of the United States for the first time. It’s also the first time the duo has dabbled in swimwear.
"With this collection we wanted to express the essence of what our brand is about — and it was so exciting for us to work in this category that we never did before," says Pilotto, who describes their signature aesthetic as "very vibrant, playful and energetic."
Those descriptors are perfect for a day at the beach, which seems to be the focus of the collection, or at least the party scene at the preview party at Target headquarters, where appetisers were being served in colourful plastic seashells. After dusting the sand off our canapes, Pilotto and De Vos told us about the first time they shopped at the big box retailer, plus just how to let go of our all-black habit and incorporate vibrant patterns into our wardrobe.
How should people who don't normally wear prints mix them into their wardrobe?
Pilotto: Generally with our prints we always pay attention that it’s very flattering. A lot of pieces are also separates, so while it looks like a dress it’s actually a skirt and a top that compliment each other. But you can also wear it broken up with solid colors. It’s just important to be playful.
Have you guys ever been in a Target before?
Pilotto: Yeah, we’ve been once in L.A. and got flip-flops for the beach.
How would you like a women to dress for spring?
De Vos: We like the idea of classic materials like lace but with a different color than you would expect. We’re always interested in materials and ways of discovering things that people know, but twisting them.
What do you hope to gain out of this collaboration? De Vos: The American market is very important for us. To gain visibility in America is great. It’s why we put a lot of energy into this collaboration. It’s the first time a lot of people will hear about our brand so it was important to show something that is very signature.