Why You're Going to Want to Beeline For the Nearest Target Right Now
Attention, moms: if you've long resisted the allure to show up at Target at 6 a.m. and wait with throngs of shoppers for the doors to open before rushing to grab everything in sight, you might be changing your tune with the retailer's latest collaboration.
Following last year's hugely successful Lilly Pulitzer partnership, Target announced that it's teaming up with Finnish brand Marimekko for a line revolving around something, dare we say, more important than fashion — play.
"The Marimekko brand was created to bring color and happiness into people's everyday lives," the company's president said about the limited-edition collection, which took inspiration from the "eternal Summer" in Finland — the sun stays out till nearly midnight in the warmer months! — and the desire to enjoy some much-deserved outdoor fun together after a long Winter indoors. And with an April 17 release date, it couldn't come at a better time.
What's more: while this 200-piece collection will have its share of bold-printed clothes (there are nearly 30 vibrant swimsuits, cover-ups, rash guards, and dresses for girls to choose from), it's far more primed for families in search of adventure, from paddleboards and inflatables to bocce ball sets and mini parachutes. (And don't get us started on the vibrant tent perfect for any all-ages camping trip.) Plus, the prices can't be beat — most items will cost less than $50.
Read on for a sneak peek at the collection and to start making your shopping list now!