Why Lilly Pulitzer for Target Is Going Where No Capsule Collection Has Gone Before

Old-money label meets big-box retail

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Fashion mavens who were miffed over the announcement that Lilly Pulitzer would be selling a collection at Target made nearly as much news as the announcement itself.

In case you missed it, on Jan. 6, Refinery29 broke the news that Lilly Pulitzer—the brand whose cotton shift dresses in tropical prints are the stuff of fashion legend—inked a deal to sell a new collection of clothing and housewares in 1,800 Target stores. In the week or so since the news broke, Twitter has gushed with the bile of the well-dressed and well-heeled who felt the collaboration represented a kind of cosmic misalignment.

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