I simply can't get enough of the collaboration movement the fashion industry has so enthusiastically embraced. Maybe it's because I live in the middle of the country where availability of some major brands is a tad limited. Maybe it's because I don't fall into the same tax bracket of the high end designer clientele. Let's be honest - it's both.
Big name designer collaborations are great for all parties. The designer gets more mainstream exposure, the mass retailer gets to align with a luxury brand and the consumer gets the high dollar look for less. Win-win-win.
I'm addicted to Target (shocking, I know). That bullseye just draws me right in with their regularly scheduled, amazing collabs. But lately another store has been KILLING IT in the collaboration department: JCPenney. Sephora, Martha Stewart, Joe Fresh, Jonathan Adler, giggleBABY, MNG by Mango, Nicole by Nicole Miller, Olsenboye, Marchesa, Betsey Johnson and more (more!) have joined forces with the retailer over the last few seasons. The stores have also been given a huge makeover. The housewares department of my local JCP is gleaming white and super modern and I wish I could just move in.
These wonderful changes occurred under the supervision of former CEO Ron Johnson. It's a shame he was ousted but I hope those now in charge can keep his vision going because I'm having lots of fun shopping in a store I hadn't set foot in for...decades? I mean, I'm sure I had been in a JCP at least once during my childhood but I just can't recall the experience.
Visit your local JCP and prepare to be dazzled.