Marimekko is a Finnish designer brand that specialises in cool, retro prints. Typically you can pay around $300 for a handbag, $400 for a coat, and anything from $12 to $30 for a dinner plate.
Now, US retailer Target have just announced that they are releasing a collaboration of Marimekko products, and all for much less than you would expect to pay in the High Street.
The limited edition includes clothing, bags, children’s toys, homeware as well as beach and swimwear.
Marimekko was founded just after World War II and was meant to bring colour and brightness back into people’s lives.
All the items have Marimekko’s signature design prints on them, created by one of Marimekko’s most famous designer – Maija Isola. The prints echo the brand’s early design years when bold, primary colours were used to depict Scandinavian living.
Julie Guggemos, the Senior Vice President, Product Design and Development at Target, explained why they chose Marimekko:
“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.”
She added that her team are prepared to scour the world in order to bring the latest designs to their customers:
“When it comes to our partnerships, we travel far and wide to find designers and brands we think our guests will love.”
A statement on the Marimekko website describes the collaboration as ‘a glimpse into the Finnish culture and lifestyle’ which ‘create the feeling of an eternal summer and carefree outdoor living’.
The collection is primarily designed to get people outdoors and playing together. In order to work on the collection, the design team at Target spent some time in Marimekko’s hometown – Helsinki.
The team discovered that Finland has very separate seasons, but once winter has passed, there’s nothing more than the Finns like to do but get outside and enjoy the sun and the summer months.
Target have a history of famous collaborations with special designers, and all have been a sell-out.
“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.”
Target’s president hopes that customers will want some of Marimekko’s ‘storied, colourful designs’, as the brand was conceived to bring much needed ‘colours and happiness into people’s everyday lives’.
The collection features over 200 individual items, including beach towels, a floral printed bike, and printed trays.
The Marimekko for Target capsule collection will be available at all Target stores and Target.com in the United States starting April 17.