The Target to Go pop-up shop, where you can find select Rodarte for Target pieces before the full line launches, opened today at 9:30. The drive-through (or walk-through) equivalent of holiday shopping, this pop-up isn't an actual shop you can walk into. Photos of the 50 items available are printed on a menulike page along with prices and a brief description, and various items are displayed in the "store" windows (helpfully grouped into $25-and-under and $50-and-under sections). Shoppers file into a line, check off what they want on a clipboard, and snake over to the front window, where their gifts are delivered to them already wrapped — it's sort of like online shopping, but with instant gratification (and if you buy so much stuff you can't carry it home, same-day delivery is free for purchases of $100 and up). Three Rodarte for Target dresses are available: the peach slip dress, the ribcage dress, and the black bow-neck halter dress, as well as three bow belts ($12.99 to $49.99). Early reviews have been mixed. "None of [them] look as good in person as they do in the look book," complains the Fashion Informer, who also grouses that there's no way to try things on. Meanwhile, a Racked reporter was pleased with her "coquettish" Rodarte for Target slip dress, though it should also be noted that her experience wasn't tainted by having to wait in 20-degree weather for her frock. If you've been outside, you'll know shoppers braving the High Line today won't be so lucky. But maybe the cold will deter crowds? The collection hits Target stores (with proper racks, heating) December 20.
Target to Go, Gansevoort Street and Washington Street at the High Line entrance. 12/11–12/13; daily, 9:30–8.
A Preview of Target's High Line 3-Day Shop [Racked]
Inside A Rodarte For Target Dress [Racked]
Target To-Go Pops Up in New York [Fashion Informer]
Earlier: Get Your Hands on Rodarte for Target a Week Early
The Full Rodarte for Target Look Book, With Prices
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