Marimekko and Target, one of the largest retailers in the United States, announced their forthcoming partnership for spring 2016. The limited-edition collection features playful, print-centric pieces that span outdoor décor, furniture, entertaining essentials as well as beach and swimwear and accessories for women and girls. The prints in the collection were designed by one of Marimekko’s most iconic designers, Maija Isola. Dating back to the early decades of the Finnish design house, the prints are great examples of Marimekko’s design heritage.
The collaboration is related to the royalty income from a licensing agreement with a North American company, now specified as Target, announced in Marimekko’s first and third quarter interim reports in May and November 2015. “When it comes to our partnerships, we travel far and wide to find designers and brands we think our guests will love,” says Julie Guggemos, Senior Vice President, Product Design and Development, Target. “For our spring collaboration, that brought us all the way to Finland! We’ve had our eye on Marimekko for quite some time, and can’t wait for guests to have a chance to shop this limited-edition collection in just a few short weeks.”
A glimpse into the Finnish culture and lifestyle gave birth to the idea behind the Marimekko for Target collaboration: two iconic brands joining forces to create the feeling of an eternal summer and carefree outdoor living by offering items that bring people together and encourage them to play. Target’s design team spent time in Helsinki, where Marimekko is rooted, and were struck by one observation in particular. Finland has four distinct seasons, and once the cold and dark of winter fade away, the Finns couldn’t be happier to get outside with friends and family to enjoy some much-deserved sunshine.
“Target pioneered the concept of design partnerships and continues to raise the bar with each new collaboration,” says Tiina Alahuhta-Kasko, Marimekko’s President. “Following the celebrated previous Target’s design partnerships with brands such as Missoni, Mulberry, Jason Wu,Jean Paul Gaultier, PETER PILOTTO and Alexander McQueen, we are very excited to present the Marimekko for Target collaboration this spring. Marimekko was created to bring colours and happiness into people’s everyday lives. We are thrilled to share our storied colorful designs and lifestyle thinking, inspired by Finnish summer living outdoors, with Target’s guests in all stores and online across the United States.”
The Marimekko for Target capsule collection will be available at all Target stores and Target.com in the United States starting April 17.