The February 9 launch of Peter Pilotto for Target sparked global anticipation following the announcement of the partnership last September. For months leading up to the collection’s debut at select Target stores last Sunday, fashion bloggers, A-list models, and even celebrities took to social media to express excitement for what was hinted to be the best designer collaboration for Target since Missoni in 2011.
But what Dallas-area stores experienced in the early hours of launch day could hardly be categorized as buzz-worthy. Parking lots were sprinkled with only a few cars, and random spottings of just a few impatient fashion groupies peering through Target doors pre-opening were borderline comical. This scene failed to live up to the frenzy, failed to draw the lines of fashion-crazed shoppers wrapped around storefronts, similar to past designer launches.
So where exactly were fashion-focused Dallasites on Peter Pilotto for Target launch day? Were they at church? Was the weather too cold to venture outdoors? No matter the excuse, it was clearly evident that local enthusiasm for Target’s latest designer launch was ultra-low compared to others.
One area shopper noted, “Prints aren’t for everybody. I’m a minimalist at heart, but felt that maybe seeing the collection in person would change my mind.”
Could it be that the vision and substance behind Peter Pilotto is exclusionary in nature? The London-based label prides itself on emphasizing the “power of print,” but in sticking to the foundation of its brand, it may have generated less than stellar performances at Dallas-area stores. Many women are intimated by bold, daring, and vibrantly colorful prints.
As for our in-person evaluation of the collection, some pieces failed to pass the “fit and feel” test. Standouts, however, included a red iris print romper and Jacquard strapless dress, multi-colored shirt dresses, swimwear separates, and a maxi-length cover-up in green floral print. These items were well made, fit true to size, and provided the most versatility for women of varying body types and skin tones. Definite misses among the range were polyester print dresses, multi-printed blazers, and a crop top that one shopper referred to as “cheap,” and worthy only of a night club.
Despite the apparent lack of enthusiasm at some local stores, we encountered a few die-hard shoppers on their fifth or sixth Target visit by 9:30 a.m. According to self-proclaimed Target designer aficionado Marquea Jones, who we spotted on her third store stop in search of the coveted red iris romper, “Not being able to find this romper is like not being able to get a ticket to the Beyoncé concert. It’s truly devastating.”
For others, though this launch may not have inspired such a serious comparison, by the end of the day, Target’s online and in-store selections across the U.S. were scarce. Luckily for late-arriving shoppers here in Dallas, however, there should still be a good amount of merchandise available to choose from in Metroplex-area brick-and-mortar stores.
All images, credit Leah Frazier for DFW Style Daily.