The Other Side of Town

Window display at Opening Ceremony. Photo: Scott Schuman

While some fashionistas were under the tents in Bryant Park on Friday, the first day of fashion week in New York City, others were pushing their way through the downtown Manhattan store Opening Ceremony to purchase printed sundresses and skinny jeans from Proenza Schouler's new line for Target.

The low-cost collection, sold at Opening Ceremony for four days, will be available in 1,494 Target stores across the nation and online at Target.com on Sunday. Proenza Schouler is the the fifth designer to provide affordable fashion through GO International and has received prominent features in February issues of magazines such as Elle and Teen Vogue. Previous designers were Luella Bartley, Tara Jarmon, Paul & Joe and Behnaz Sarafpour.

With the "Design for All" mission, Target has effectively positioned themselves as the leading fashionable retailer over competitors Kmart and Wal-Mart, providing clothing by Issac Mizrahi and housewares by Michael Graves. The chain retailer H&M has also been a forerunner for providing "fashion for the masses" through guest designer lines by Karl Lagerfeld, Stella McCartney and most recently, Viktor & Rolf.

Critics of high-low fashion believe these lines compromise ready-to-wear brand prestige, while advocates claim the low-cost lines increase positive perceptions of the companies. It may be too early to tell, but this model may be the future of fashion. When luxury brands adopt fast-fashion techniques, collaborations are often a win-win for both consumers and designers.

Proenza Schouler clothing is available through luxury retailers such as Neiman Marcus where a silk bustier dress costs $1,350. A purple bustier dress characteristic of Proenza will cost $39.99 at Target. Most items from the Target collection will cost less than $50 and will be available for 90 days.

For a relatively new company like Proenza Schouler, (They have only been in business since 2002.) the collaboration with Target secures income and reaches a new and influential market of consumers. To remain competitve in the changing world of fashion, fashion-forward retailers and high-profile designers may have to do the same.

Looks from the Proenza Schouler for Target line.