Joining the ranks of fashion icons Alexander McQueen and Isaac Mizrahi, Anna Sui is the next major fashion power to step up to the proverbial plate at Target.  Under the “Design Collaboration Series”, the line will hit stores across the country just in time for back to school and fall fashion.  Sui’s line debuts September 13 and will be available until October 17.

Target is attempting to break through to the most difficult demographic; the female consumer base aged 15-34. It is even odd that the retail market groups 15 year-olds in the same category as women in their 30’s, and such poses the dilemma.  What do these young women have in common?  In a stroke of genius, Sui picks up where the Sex and the City phenomenon left off.  The most popular show today among that demographic is Gossip Girl: New York City style for the everygirl.  Teens can relate to the teenage story lines and older women can relate to the fashions and fast pace of the hit show.  Sui’s new collection will model itself after the women of the show: Blair, Serena, Jenny, and Vanessa.

Details of the line have not been released yet, but I’m sure we can expect the following:  preppy (Blair), sultry (Serena), edgy (Jenny), and bohemian (Vanessa) looks. The price point will probably be on par with Target’s usual affordability.  Cleverly, the release of the line in September coincides with the return of season 3 of Gossip Girl.

Anna Sui for Target. Sept 13-Oct 17

Gossip not included.