Well apart from having gorgeous clothes (as all self-respecting fashionistas will know), they are now also united by having produced a range of designer clothing for Target. Up and coming style guru Jonathan Saunders recently joined the ranks after months of speculation, by designing an exclusive limited-edition collection for Target GO International, making the hottest chic designer fashion available to women at affordable prices.
With fab fashions more accessible and affordable than ever before clothes seem to have an increasingly shorter expiry date. A recent report by The Council of Textile and Fashion Industries of Australia (TCTFIA) found Australian women aged under 30 bought, on average, 112 garments a year - double that of women aged over 30. Many of these purchases then rapidly become excess to requirements (really, how many items can one wear in a year?), with many of those garments relegated to the dark recesses of the wardrobe or given to local charity shops after only a week’s wear!
By comparison the guys were revealed as somewhat more conservative, buying an average of only 29 items of clothing a year.
Is this ‘buy and bin quick’ trend further emerging evidence of consumerism gone mad – fast food, fast fashions - or just an indication of passion for ever changing variety and style in the fashion stakes?
Way back in 2005 fashion designer Stella McCartney created waves when she signed up for a one-time run with UK retailer H&M; this designer also did a range for Target (Australia), launched March 2007.
The trend for affordable access to once elite fashion labels has escalated beyond all expectations since, with a plethora of fashion designers creating budget lines of their gorgeous clothes.
The TCTFIA report suggests that young people have become victims of the fast fashion phenomenon, with cheap clothing dropped into stores more frequently - often weekly.
Within this scenario it seems obvious that budget range designer clothing is likely to be treasured and is at the top end of ‘fashion chain’, but the sheer volume and accessibility of clothing across the board means it’s life time is shorter than ever before.
There are now also emergent concerns about the environmental impact of disposable fashion and where the clothing ends up once its use-by date is up or it is replaced by the next fleeting trend. Raw resources are used at an increasing rate, and once disregarded the huge quantities of clothing must be disposed of.
It seems that the market is ever greedy for more – more affordable fashions, more often, and more quantity and variety. As all good marketers know, marketing is about finding a gap in the market and then filling it.
Richard Chai will soon become the next limited-edition fashion designer to create the a range of chic women's fashion for Target GO International. Chai's exclusive collection including an assortment of tailored separates and chic dresses will be available at most Target stores nationwide and online at Target.com/go in early August, with prices ranging $12.99 to $79.99.
Designer Shoes, Handbags and Jewelry at Affordable Prices!
But it’s not just about chic clothes – it is about an entire look. Fabulous fashionistas require – no demand – accessories to set their outfits off to perfection – and a number of designers have launched into the market to fill this need.
Much vaunted designer Monica Botkier will offer up a line of purses, clutches, and wristlets starting on July 20. Called Botkier for Target, the accessories will be in stores until September 14, 2008. Price points range from $19.99 to $49.99.
New York City based jewelry designer Dean Harris will shortly be offering a limited edition jewelry line. The Dean Harris for Target designer jewelry collection, most of which are nature-related, will be available at most Target stores nationwide and at Target.com from August 17 through December 27, 2008 at prices from $19.99 to $99.99.
Fashion accessories designer giants Anya Hindmarch and Sigerson Morrison are also creating limited edition collections for Target. Anya Hindmarch will be designing a line exclusive, stylish yet affordable designer handbags while Sigerson Morrison will be creating a line of affordable designer shoes which will be up for grabs in early October at Target stores nationwide, with select styles sold exclusively through Target.com. Anya Hindmarch designer handbags are liked by celebrities including Scarlette Johansson, Madonna, Claudia Schiffer, Angelina Jolie for their excellent craftsmanship while Sigerson Morrison's designer shoes are a favorite of celebrities such as Naomi Watts.
Fast and Chic Designer Fashions at Affordable Prices - but could the cost be too much?
Thanks to the fashion revolution of designers now catering for mass markets we can all look better for less. However, should the reality of waste and environmental concerns be given some consideration? Fashion is fickle, and while it's fun to be trendy and gorgeous should we be looking to a more sustainable approach to life in the fast fashion lane? Planet earth and environmental integrity will be in fashion forever.