Target Is Going Full Palm Beach Preppy for April

Photo: Courtesy photo

Last night, in the Four Seasons Pool Room, amid a backdrop of macaws in cages and models lounging in hammocks, Target unveiled its latest design collaborator: Lilly Pulitzer, the 56-year-old Palm Beach brand and outfitter of preps everywhere. The wide-ranging collection includes 250 products, from ready-to-wear and swimwear to home goods and beauty products (done in collaboration with L'Oréal and Essie), all in keeping with Lilly's print-heavy signatures. There's even a $150 hammock, in case you want to go full Slim Aarons with your lounging.

Lilly Pulitzer, which has previously collaborated with MAC on a makeup line, has never done a linkup on this scale. The gambit seems clever on Target's part, in that it is appealing to a devoted group of brand loyalists, who do want to deck themselves, their kids, and their homes out in Lilly. The recognizable prints make the collection — which debuts on April 19 — extremely collectible, like Target's super-successful Missoni and Calypso capsules before it. And in another smart move, the ready-to-wear pieces will be available in a range of sizes, including plus sizes, which has already been the subject of much jubilation from Lilly enthusiasts on social media. Now if we could just have the pool and the palm trees to go with it all.