Last October, we let you know that our Bellyitch Bumpwatch alum and blog fave Victoria Beckham was set to launch her first ever children’s line as a part of a collaboration with big box retailer Target.
Well that time is now, actually today April 9 thru the end of the month April 30 while supplies last, you can get VB x Target clothing for toddlers, kids, and adults.
I headed over to my local Target after a friend texted me a reminder that the clothing was available and being snatched up in Target stores nationwide and I wanted to experience it for myself first hand and get some snaps of the pieces on the shelves and racks. I was expecting something like the the carnage that went down when Balmain released a line for H&M.
Beckham is following in the footsteps of other designer brands including Rodarte, 3.1 Phillip Lim, Jason Wu, Missoni, and Peter Pilotto, which have all dreamed up affordable wares for Target over the years. “For a while now, I have been thinking, how great it would be to work on clothes for a customer that either doesn’t want to pay or can’t pay designer prices,” Beckham said in a statement. “So when Target — a company based on accessibility and inclusiveness — proposed a collaboration which combined all of these things, it was an easy decision to make.”
Beckham’s collabo was different because hers will have larger sizes in the store where before they were only available online, and it was cause for criticism in the past, as with the insanely popular Lilly Pulitzer collaboration.
In any of event, when I got to my local store, I didn’t see any mad rush but rather a few families checking out the racks. I waited patiently for them to skedaddle along because I wanted to get a good photo of the Sign.
This store had the entire collection for all age groups in one section. I could easily ascertain that the cute grey ribbed jumper sets, the layette collection of bibs and onesies were for babies. The girl toddler selection is absolutely aforable and they looked like the kind of clothes you could imagine Harper Beckham wore when she was that age.
But not so much with the other items in the collection, which comes in signature colors of black, white, grey, orange and brand mascot bunny and bees. The collections include: Circus Scallops, Pressed English flowers, English Lace, Clever Bunny and Pop Floral.
Because the clothing for children mirror the adult version and there were a lot of sheath dresses, I didn’t know which was for kids and which for adults.
I like what I saw, generally. The quality of the construction of the clothing, the material’s weight and the look were all top quality. They had a high end aesthetics to them as well. My fave is the see thru raincoat for kids.
Also, I loved the paper dolls, coloring book and sticker books.
Because I wanted to see how the clothing would look on an average size and shaped woman who is not a model, I tried on a few pieces.
Again, I couldn’t tell from just looking at the clothing which would fit. They all looked to run large, and I saw a few people on social media complaining about that but when you actually put on the pieces, you realize they aren’t large at all. Just in case, I picked up an item in every size and would you believe, she fit in them all!?! Look:
Admittedly, I squeezed in this orange. It is a size xs and I could certainly go up two sizes. *snicker*. My fave piece is the Black Calla Lily Button Down Top. It fit quite comforably and I really dig the Nero type collar.
These pieces are among the other 200 items in the ready to wear line that includes rompers, playful tops and dresses. About designing for kids, Beckham said it was something she has wanted to do for years.
“Designing for children is something I’ve wanted to do for a long time, so I was incredibly excited to be able to incorporate childrenswear into this collection,” she said on a blog post on the Target site. “When working on it, I really felt I could tell a story and have fun with it—and I think the clothes reflect just how much fun I had designing them! Being a mother has helped me understand what’s important when it comes to the category. I have had years of learning that function is often just as important as form, and that children need to be able to feel comfortable and free in what they wear. For me it was really all about finding a balance between the fun elements and the real-life functionality of a garment.”
Victoria Beckham for Target ranges in price from $6-$70, with most items under $40, and will be offered in sizes XS-3X for women and NB-XL for girls, toddler and baby. The collection will be available April 9 through April 30, 2017, or while supplies last, at all Target stores and Target.com with select pieces available for global shoppers via VictoriaBeckham.com. There are a few online exclusives as well.
Before the launch, Beckham shared a commercial for the line which she says is reminiscent of her days as a member of the popular 1990s British girl group, the Spice Girls. In the background to the commercial plays the group’s most famous song, “Spice Up Your Life.”
She also said the inspiration was her daughter.
“I’m reading my life with Harper and what we do as mother and daughter not just with regards to the clothes, but I created some little coloring books and sticker books, and, you know, it’s things that myself and Harper do in England together,” Beckham explained in a promo video. “This is celebrating my relationship with my daughter, and I think it’s great that other women can do exactly the same…. The inspiration behind this campaign was a world of possibilities–make-believe, imagination, and the unexpected.”
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