Karlie Kloss has been busy in recent months. She opened the Christian Dior couture show in January and appeared on the cover of Vogue Japan’s September issue. W called her “The New Face of Fashion” and Vogue Italia called her “The New Body.” And, perhaps most memorably, she closed the Victoria’s Secret Fashion Show sporting a disco ball as a dress.
Such a high-fashion resume doesn’t portend a move to a low-priced retail juggernaut, but that’s exactly what Kloss has in mind. Target is teaming with Neiman Marcus and 24 CFDA brands on a new winter line — perhaps its most ambitions limited edition collection yet — and for its face, they are going with the 19-year-old supermodel.
It’s a tad surprising for both the retailer and the model. Target has collaborated with Jason Wu and Missoni, but those campaigns lacked an official spokesperson.
And the job description entails more than just appearing in a few ads. When the line is launched, Kloss will be everywhere.
“The campaign is designed to drive excitement, fuel buzz and curiosity around the December 1 launch,” a Target spokesperson told WWD. “It’s very comprehensive and robust and will include all mediums with unique elements specially designed for online, print, out of home, TV, and social media.”
In addition to recruiting Kloss, Target went after other figures from the world of high fashion: former W fashion editor Alex White, Chanel illustrator Quentin Jones, and celebrity hairstylist Orlando Pita.
Some have expressed hesitation about hiring a runway star to appear in such a far-reaching low-priced campaign, but we think Karlie Kloss is a perfect fit. Sure, she’s graced the covers of fashion magazines all over Asia and walked in fashion weeks all over Europe, but she never lets anyone forget that she hails from St. Louis. WWD reports that on the set of the first commercials for the Target campaign, Kloss made cookies one day and key lime pie the next. Her mom helped with the baking, and they used the pie recipe devised by Karlie’s grandmother.
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