Lilly Pulitzer for Target: First Thoughts

Just a few days ago, Target released its hotly anticipated Lilly Pulitzer for Target lookbook. This type of country club aesthetic is a big departure from Target’s recent attempt at a design comeback with the impressive, slinky Altuzarra collection — which I covered here.

While my enthusiasm is wan at best, that may be because I’m not the Lilly Pulitzer target demographic. And secondly, this type of designer collaboration lacks the heated urgency of Target’s previous collaborations — mostly because the Pulitzer brand is already fairly affordable.

I wondered why Lilly Pulitzer would bother to do a collaboration. It hardly needs more brand exposure. I can think of few brands that have a stronger association with the blue-veined Palm Beach crowd.

But then I remembered — Lilly Pulitzer is probably feeling the heat from competitors like Tory Burch, who managed to achieve both scale and prestige in the preppy wardrobe category. Then my mind wandered to the Lilly Pulitzer die-hards — who may be aging themselves out of any relevance to the brand’s bottom-line.

I don’t think it’s far-fetched to think that the Lilly brand needs some youthful juice — and fast. Was the collection successful?

LillyPulitzerforTarget-juice

This dress is springy and adorable — but the use of a green juice as an accessory is try-hard overkill. All you need is a miniature dog and some car keys belonging to a luxury SUV you don’t pay for.

LillyPulitzerforTarget-bluewhitedress

Oof. This dress reminds me just how aged the typical Lilly customer probably is. The dowdy length, neutered “beach towel” print and the breast-plate frill remind me of those skirted swimsuits dominated the mom beach scene in the 1980s.

LillyPulitzerforTarget-pinkdress

The dress itself is non-offensive, although I feel like the dress is stiff, too short and tight — and that only Kelly Ripa could wear this with zero irony.

LillyPulitzerforTarget-yellowdress

When I see outfits like this, I imagine the wearer’s backstory. I think prep school, a Jackie O biography atop a lucite table, the diamond solitaire, the great danes flanking the entryway, the weekly melon/cucumber facials, the daily martinis at 3, the hunky golf player husband… basically the stuff of my nightmares.

LillyPulitzerforTarget-jumpsuit

I won’t lie. Against my better judgment, I really enjoyed this wacky jumpsuit. It’s combining three of my favorite things harem pants, delicate straps and a print that belongs on the wallpaper in in your aunt’s guest room. In short, it’s perfect.

What do you think of the collection? Youthful and fresh? Or better for the hearing aid set? Sound off in the comments!