Target Kaleidoscope Fashion Show. It was BEYOND.
The Standard Hotel is known for it’s floor to ceiling windows that face south
towards the lower part of Manhattan with a full view from the Highline Park
where the “I like to watch” cheating, clubbing, working kinds like to drink, puke and wake up to find themselves after late night hours. Or, for those who like to start with an early lunch to allow plenty of time to catch the New Jersey train home to the wife and kids. You think I’m kidding. I’m not. What goes on in the meatpacking district, stays in the meatpacking district. So what is Target doing here? I like. I’m interested.
Lined along the streets are DVF, Alexander McQueen, Scoop and high-end boutiques that I’ve never even heard of. Tonight Target rivals for attention on a cobble stone street that is known for a Christian Louboutin and a Gucci wearing crowd, who are amongst the VIP guests all jockeying for a seat on the aluminum bleachers with carefully placed hot pink and turquoise pillows that are taped down for our precious derrieres.
We sit in prime exhibitionist view of the windows and off to the right is the not so in full view runway. Lights dim and the show begins, the main characters are not models but dancers who appear one per window. Fourteen across and 13 floors of windows in perfect red colored equalizer light bar, color, width, and height.
The performers move as burlesque dancers, naughty peep show actors and hip hop divas that is reminiscent of Ginger Rodgers and Fred
Astaire’s timing and grace. The sound mix is flawless and loud enough to make me want to dance and drink. The timing and sequence too beyond words…one of those you had to be there moments. Thong wearing dancers push their tender tooshies outward in a sexy fashion as other windows provoke threesome thoughts. I was highly impressed at how Target embraced the passionate lifestyle of the city and strike a pose. They must have employed what it look like to be half the dancers in NYC, for that reason I won’t mention the anti-gay protest much for that very reason. On this night Target was an equal opportunity employer.
The fashion was pushed off to the side like a few slices of bacon left over in a frying pan. The stage was a three-story scaffolding unit (similar to what les Egoistes used to use in the old days). Models looped around each level like cut out paper dolls wearing the obvious fashion that you want to see for fall. Printed Plaid tops, a woman’s empire waist black woolish peacoat with four over-sized buttons, short flirty skirts and dresses paired with black tights and heavy Doc Marten inspired boots. Off stage, vertical black and white stripes tops/dresses stood out, a look I see carrying itself over to fall. It took me back to grunge and I missed home.
It wasn’t until I opened up the New York Post on that following Sunday to find their tab sandwiched in with JCPenny’s that I got to view those looks close up. I took the time to shop the studio shot circular. Typical, hitting the nail on the head when it comes to having it’s pulse on commercial fashion. A major difference, brands. Target has the brands that I would want to be wearing if I was in this market. I’m not going to shop for back to school but I will be skimming the racks…”when in Rome”…
What did I learn in Summer School this year? In an easy 30 second read Target is hip, cool and carries Mossimo, and aligns themselves with The Standard and the beautiful people who buy fashion, dance fashion, and live New York City. A brilliant marketing strategy.
And in the end what is the subway train I would take out to the nearest Target? Target.com. Easy Peasy. Shop Target, and yes I’m drinking the kool-aid from my juice box. Elle S.
side note: Up Nod to Mother New York – “dirrty” goes mainstream.
story notes: Rebecca Luke Style was invited to view the TKFS…even with flight mess ups and crazy last minute coordination, we were there. Stay tuned for more this month from NYC.
photo credits: rebecca luke style correspondent elle s’s Iphone.