Target’s New Fashion Private Brand Lets Kids to Get Creative

    Art Class, Target’s newest Kids’ apparel and accessories private brand, is soon-to-be in session! The trendy line is all about encouraging kids to express themselves through what they’re wearing, just like an actual art class.

    Hot on the heels of last year’s introduction of private brands Pillowfort and Cat & Jack, Art Class will feature a fashion-forward aesthetic with its of-the-moment picks and seasonal selects for boys and girls. The brand also will feature limited-edition, capsule collections on an ongoing basis.

    “Over the past year, our teams have reimaged our assortment for kids, and guests have loved the introduction of new Target brands including Pillowfort and Cat & Jack,” said Michelle Wlazlo, senior vice president of apparel and accessories at Target. “Art Class provides kids, and their parents, another great reason to choose Target. The line gives kids the ability to have fun with their fashion – creating looks that are truly their own and truly original – all while offering moms and dads with the value and convenience their busy lives demand.”

    The first item on the Art Class syllabus? A limited-edition partnership called The Class of 2017, which will feature more than 100 items, including on-trend graphic tees, knit joggers, cut-off shorts, gauze dresses and more. Here’s the coolest part: Target teamed up with 10 talented youngsters who have made their mark on everything from surfing to photography to publishing, and asked them to help us design a collection that kids everywhere will love. These rising stars have already accomplished some pretty big things for their ages—and now they’ll add “fashion designer for Target” to their growing list of achievements.

    The inspiring group of trendsetters came to Target HQ in Minneapolis to provide feedback on some early Art Class looks and then designed two pieces of their own for the final collection.

    The Art Class brand, launching with the Class of 2017 collection, will be available in all Target stores and on Target.com beginning Jan. 22, 2017. Prices range from $5.99 to $24.99, and new Art Class products will roll out on an ongoing basis every four to eight weeks.

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    Christopher Durham

    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

    Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
    Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

    Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.