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Join move to minimalism and get fashion foundations right

Author: Danielk Cedeno
by Danielk Cedeno
Posted: Jan 16, 2018

Join move to minimalism and get fashion foundations right

DON'T be afraid to be basic, darling - it could just be the key to effortless style.

Streamlining your wardrobe by starting with top-quality basics will make getting dressed in the morning a whole lot easier.

Nobody preaches the minimalist mantra more than Michael Lim, founder and designer at Her Line, a women's swim and fashion line he says focuses on gorgeous practicality.

"Her Line was created for the modern woman," he says.

"Through carefully considered fabrics and design, both swim and clothing collections exude a sense of timelessness and tactility.

"Every piece is designed to be effortless and easy to wear.

"Denim is a part of every woman’s wardrobe," Mark Tritton, Target's Executive Vice President and Chief Merchandising Officer, tells Glamour. "In developing this brand, we conducted research with nearly 1,000 women from across the country to better understand their needs when it comes to shopping denim. What we heard from nearly all of them was that they dreaded shopping for new jeans. Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size—finding the perfect fit for their body type was just too challenging. That’s a problem we wanted to solve." To do so, Target looked to its other recent fashion launches (from A New Day to JoyLab), as well as holes it saw in the market as it was developing Universal Thread. The result: a comprehensive collection that's founded in denim but not limited by it, and features a range of styles, fits, and silhouettes at an accessible price point.

Over the past year, Target has focused its efforts on its in-house brands. The end of Merona allowed for the rise of A New Day, JoyLab, and now, Universal Thread, among other labels. (The latter is Target's "11th brand in our reimagined assortment," per Tritton.) Universal Thread will be the first of these brands to launch with an entirely size-inclusive apparel assortment. "When we introduced A New Day, a portion of the assortment was offered in a full range of sizes—guests responded really well to that, so we’re offering all apparel within Universal Thread in sizes 00-26W," Tritton explains. It will also feature a selection of adaptive styles, for differently-abled shoppers. (The retailer first added adaptive and sensory-friendly apparel to its Cat & Jack children's line back in October.)

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Author: Danielk Cedeno

Danielk Cedeno

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Member since: Oct 09, 2017
Total live articles: 24

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