Rodarte hits its Target Audience

American Vogue January 2010

Media darling Rodarte is actually Californian design duo Kate and Laura Mulleavy. The sisters are featured in the January 2010 issue of American Vogue along with other young designers currently making their mark on the international fashion scene. Of their design style they say, "Ruin and decay are recurring themes in all of our collections. We're most attracted to imperfection and beauty of chaos."

Rodarte for Target December 2009

Yesterday saw the launch of their capsule collection for the Go International line for Target, the latest in a long line of collaborations between the most forward-thinking of the mass retailers and young design talent that includes Alexander McQueen, Luella Bartley, Paul & Joe, Libertine, Thakoon, Proenza Schouler, Alice Temperley, and Jovovich-Hawk amongst others. As ever, prices are a far cry from the usual $3,000 and up.

Denim jacket, $39.99, navy tulle bow top, $24.99, navy lace and tulle skirt, $29.99, Blue swiss dot dress, $39.99, Grey leopard sequin dress, $44.99, Black slip dress, $39.99, Lace cardigan in mustard, black or tan, $29.99, Mustard tulle and lace skirt, $29.99, Lace black cami, $19.99, Black sequin rib-cage dress, $49.99, Navy/white striped tee, $16.99, Tan lace print dress, $34.99, Grey asymmetric cardigan, $44.99, Lace tights, $12.99, Cut-out tan/peach knee-highs, $9.99, Leopard belt in yellow or grey, $12.99.

I was skeptical that the Rodarte style which relies heavily on handmade details would successfully transition to this price point and so was Vanity Fair which took the time and trouble to compare a few of the Target silhouettes to the couture versions. They seem convinced but there's only one way to see if I agree so I am off to Target!

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