Victoria Beckham to enter kidswear in Target collaboration

By

Sandra Halliday

Published
Oct 20, 2016

Celebrity British designer Victoria Beckham is to enter kidswear as part of a deal to launch a limited edition collaboration with US retail giant Target Corporation. The collection will debut in-store in the US next April and selected items will also be available internationally on Beckham’s own website.

Based on the style of her lower-priced Victoria, the Victoria Beckham collection will include original designs for women, girls, toddler and baby segments. The collaboration with Target marks the designer's first foray into the kids' product category.

The designer has not confirmed whether the move into kidswear at mass-market level will be followed by a full-scale entry into the category for her premium-to-luxury labels, although analysts suggested this could happen. In the release announcing the deal, Beckham referred to the Victoria label as a “lifestyle collection”.

The collection will be available for just under two weeks from April 19 next year and will include over 200 items. It will feature soft pastels, bright pops of colour and spring prints. Ranging in price from $6-$70, most items will be under $40 and will be offered in sizes XS-3X for women and NB-XL for girls, toddler and baby.

Celebrity collaborations have become a key way for retail giants to boost sales with Target and Sweden’s H&M among the best known and most popular. But they are also a way for high-end designers to raise their profile among trend-focused mass-market shoppers.

H&M’s next collaboration, due to launch in just over two weeks’ time, is with LVMH’s Kenzo brand.