Here’s Your First Look at Target’s Collaboration With Vineyard Vines
The start of summer means more than clocking out early on Fridays: Coats are swapped out for dresses, sweaters for swimsuits, boots for sandals. There are a handful of brands you know you can always turn to when it’s time to stock up on those seasonal essentials—and this year two of those have come together for a collaboration that has all your summer needs sorted.
Earlier this year Target announced it would team up with Vineyard Vines on a collection. If you’re familiar with the Martha’s Vineyards–inspired brand, you know its bread and butter are vacation-ready pieces in kitschy, colorful prints. Now, thanks to this collab, shoppers can buy into that upbeat aesthetic at Target prices—and in sizes XS to 3X. Best of all? It dropped Saturday (May 18), meaning you can shop it now. (Priyanka Chopra’s already endorsed it.)
Like past brand collaborations, Vineyard Vines for Target is an expansive collection. There are more than 300 items across clothing, swim, and home goods, retailing between $2 and $120. And while Vineyard Vines has a very specific aesthetic—leaning toward preppy salmon pinks and nautical motifs—Target saw its potential for broader appeal. “When you think about our two brands, we like to say that we have this shared sense of optimism—when people think about either of our brands, it’s very joyful, it’s very happy, it’s very bright,” a spokesperson for Target tells Glamour in Key West, Florida, where the brands were celebrating the collection. “Before we move into the partnership, we do a lot of research with our guest just to see what we think that reaction will be. Vineyard Vines is a brand that our guests have really high affinity for—we know it’s one they’ll love.”
The final assortment fuses the best of Vineyard Vines’ established look with silhouettes that have sold well for past collaborations—that way, “we have the people who are fanatics of that brand getting there early to shop, but then we have people who are doing their regular Target run and picking up paper towels, then meandering over in to that area.”
Falling in love with Vineyard Vines for Target is as easy as spraying on some SPF. But you’ll want to act fast: Once these limited-edition pieces are gone, they’re gone—and they’re selling fast. The good news? You can shop it right now below.