Even the kids clothes are incredible: smocked rompers for girls and adorable prints for boys. And the housewares? Wow!! I saw plates, serving platters, and pillows in richly-colored floral prints. There is even an adorable umbrella with matching rainboots. But the best bit, in my opinion, is the bike. I might actually buy one.
But here's what's more important: the fabric quality isn't too bad. This was hard for me to comprehend because Liberty of London fabric is generally expensive: usually upward of $50 a yard at retail and sometimes significantly more.
However, because Target buys in bulk, things are affordable. Yes, these are Liberty prints on non-Liberty fabric, which explains the low prices and cuteness factor. Regardless, it looks good.
If you aren't familiar with this line, Liberty of London is a relatively new luxury brand that draws on the heritage of Liberty, a personal business started by Arthur Lasenby Liberty in 1843. Liberty was a visionary who believed he could change the look of homewares and fashion. He was a revolutionary in his time and his line prevailed through the 1920's until post-war 1950's.
The primary Liberty of London boutique is currently located in London on Regent Street. The line started in 2008 and has since been premiered in major fashion magazines around the globe. The patterns and aesthetics of this line draw on Art Nouveau and other Eastern influences. Yes, this line is designer and items generally retail at prices upward of $200.
That's what's so exciting about this temporary partnership with Target.
Since most of the clothing is 100% cotton, there isn’t an obvious cheapness factor. And while I haven’t had horrible luck with Target collabs in the past, it’s common knowledge that they aren’t always as stunning as they appear in the look book. This time around, you’ll be happy you sought it out.
Happy Spring, happy hunting.
-Swanky
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