Target goes Hollywood with a new ‘Annie’ collection

August 25, 2014 - Article reads in
lifestyle
Target's new girls’ apparel line based on the film ''Annie''

A new version of the classic movie “Annie” hits theaters this holiday season, and fans will find something special at Target. We’ve partnered with Renée Ehrlich Kalfus, the film’s costume designer, on a limited-edition collection of apparel and accessories for girls.

This is Target’s first partnership with a costume designer, and Ehrlich Kalfus has more than 20 years of experience in Hollywood. Guests will find wardrobe staples and iconic pieces inspired by the film, including Annie’s red dress and locket. The collection will be available Nov.16 at all U.S. Target stores and Target.com.

To get the inside scoop about the collection, we chatted with Gaye Dean, group manager, Marketing Planning, who helped bring the partnership to Target.

Why did Target decide to create a collection based on the movie “Annie”?
Sony told us about this beloved classic being reimagined for a new generation, and we started talking about what a collection could look like. After seeing clips from the film, the Target team thought, “Wouldn’t it be great to develop a mix-and-match line of clothes for girls, just like in the film?” We loved the idea of partnering with a film costume designer, as we had never done that before.

Tell us a bit about the collection. 
The line has little details like embroidery, quality fabrics and fun jewels – everything a girl could want to make an outfit in her own style. The iconic red dress, of course, will be wonderful for any little girl’s holiday party. The other great thing is nothing in the collection is more than $29.99. How can you beat that?

What do you think makes this line unique?
It all mixes and matches. The red dress can be worn with a caplet, jean jacket or by itself. All of the denim pieces can go with any of the jackets. There’s also a do-it-yourself kit that lets guests customize shoes, backpacks or hats.

Do you have a favorite item from the collection?
I love the khaki jacket with the sequin sleeves. It’s dressy yet casual enough for every day. I hope I can squeeze into one myself!

What do you hope guests think when they see the collection for the first time?
I hope they remember the first time they saw “Annie” and it brings back some great memories of mother and daughter bonding.

To learn more about the collection, visit A Bullseye View, Target’s online magazine.

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