Newspaper article The Canadian Press

Designer Sarah Stevenson Pays Homage to Canada in Collaborative Line for Target

Newspaper article The Canadian Press

Designer Sarah Stevenson Pays Homage to Canada in Collaborative Line for Target

Article excerpt

Stevenson's Target line pays homage to Canada


TORONTO - Sarah Stevenson combed through the Target archives to see the works of top fashion talents who had made their mark on the bull's-eye brand -- and she still can't quite believe she has joined their ranks.

"I'm still pinching myself because it really is a dream come true," said the Toronto designer.

"It was so amazing, so cool to go through the pieces," she added. "I've admired those brands for a long time, so to be amongst them and in their company is a huge honour. I'm thrilled."

Target is well known for collaborating with some of fashion's leading names. Vancouver-raised Jason Wu (who designed Michelle Obama's inaugural gowns), Italian fashion house Missoni, American designer Zac Posen and London-based label Peter Pilotto have all partnered with the company. With many consumers unable to afford their higher-priced designer offerings, the affordable, limited-edition lines tend to generate big buzz and often lead to sellouts.

Stevenson is poised to make her own imprint with the debut of her collaborative line with Target. While Montreal-based designer Melissa Nepton also teamed with the retailer on a line carried in its Quebec stores, Stevenson's collection will be carried in most stores across the country beginning March 23. The 15-piece collection has items ranging from $24.99 to $59.99.

Stevenson earned the chance to design for the retailer as winner of the Toronto Fashion Incubator New Labels contest last year, an annual competition for emerging design talent where she also took home a $25,000 cash prize.

Her winning runway collection featured richly hued florals and painted textiles transferred onto silk. Consumers will see some signature elements of her brand esthetic in the spring line for Target.

Stevenson said she started off creating all the prints and designing the fabrics by hand before working with the retailer's design team to modify the garments for customers, which includes offering a variety of silhouettes and shapes. …

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