Target gets a taste of Miami in new-concept fashion collaboration with designer boutique The Webster

Target gets a taste of Miami in new-concept fashion collaboration with designer boutique The Webster

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UPDATED:

19:32 GMT, 6 April 2012

The Webster is a favourite shopping destination for any self-respecting member of Miami's style set.

Now the boutique's high-end beach vibe is set to go nationwide, thanks to a new partnership with Target.

Part of a new series of collaborations called 'The Shops at Target', The Webster will join a number of other independent boutiques that are otherwise only accessible to those local to them.

The Webster at Target

The Webster at Target

The Webster at Target

Beach chic on a budget: Miami boutique The Webster has created a cut-price collection for Target in a palette of punchy corals, minty greens and a signature flamingo print

San Francisco's The Candy Store, Aspen's
Cos Bar, Boston's Polka Dog Bakery, and Warren, Connecticut's Privet
House, will also be given the mass-market treatment when the new concept
launches on May 6.

Luckily for Target shoppers, though, they won't need to pay the usually high prices commanded by The Webster. Instead of designer stock from Lanvin and Proenza Schouler, the boutique has designed a cut-price collection, with items costing from $7.99 to $49.99, that its founders believe reflects its aesthetic.

Art Deco style: The Webster boutique in Miami is to share its signature style with 1,800 Target stores

Art Deco style: The Webster boutique in Miami is to share its aesthetic with 1,800 Target stores

Realised with the beach in mind, sundresses and cover-ups form the main part of the collection, with punchy corals, minty greens and a signature flamingo print making up the palette.

As any sun-worshipper knows, accessories
are key to the perfect beach look, and The Webster has taken this into
account with wide-brim sunhats, towering platform espadrilles and roomy
totes completing the 211-piece line for men and women.

Describing her inspiration, co-founder and CEO Laure Heriard Dubreuil told the Huffington Post: 'The Webster is very warm and welcoming – beachy and chic, yet
luxurious.

'It has a sense of good energy and, much like Target, anyone
can come and spend the day!

'The Webster's physical environment,
including the banana leaf wallpaper and the art deco floor patterns, is
reflected in the pieces of the collection.'

Her favourite piece, she revealed, was a design that paid tribute to her own mother's style.

'For women, I love the color-block cardigan inspired by [one] my
mom wore when I was little,' she revealed.

The Webster at Target

The Webster at Target

The Webster at Target

Vacation-ready: Swimwear and cover-ups form a large part of the collection, which will go on sale from May 6

The Webster at Target

The Webster at Target

The Webster at Target

Prints charming: The collection was designed with The Webster's siganture aesthetic in mind

'I also love the wedges – they were inspired
by and remind me of a 1960s bombshell, but also speak to the Miami vibe
and Art Deco look of The Webster.'

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Accessorize all areas: The retro wedge espadrilles were one of Laure Heriard Dubreuil's favourite designs

The Webster at Target

The Webster at Target

Beach bling: Target shoppers can complete their vacation look with earrings and bangles

'I wanted to make sure each piece was something I would buy or have in my personal wardrobe,' she added.

The Shops at Target marks an end to the retail giant's highly successful string of fashion collaborations.

Brian Robinson, director of fashion and design partnerships at
Target, said the move will create a much-needed buzz in the current
retail climate.

'With The Shops at Target, we're building on that
sense of discovery by offering our guests a chance to experience
one-of-a-kind specialty stores and boutiques through collections that
have been specifically tailored to their wants and needs,' he said in a
press release earlier this year.

It is hoped that by partnering with the boutique brands, Target will attract a fresh wave of customers.

Around
400 items from the first five brands will be sold both at Target stores
and online over six weeks, after which they'll be replaced with new
shops later in the year.