Not loosing momentum in the Designer Collaboration section Target has announced Alexander McQueen’s predecessor, Anna Sui. With customers tightening their pockets, and loosing market share to Wal-Mart, Target is making a push to bring designer names to the masses. According to a Target spokeswoman;

“One of the goals of Designer Collaborations and the heavy marketing push we have is to attract shoppers to our stores, including consumers who don’t shop our stores on a regular basis. We want to increase frequency and encourage first-time shoppers to Target.”

Anna Sui

Sui who has an obsession with pop culture will infuse the designs with her rock-and-roll attitude. Her inspiration for the collection hails from the four main female leads in “Gossip Girls“.

“When I was in Asia last year, all the young girls kept asking me about the different locations in New York City where the characters from ‘Gossip Girl’ live,” she said. “I have always been a fan of designer partnerships with mass retailers,” Sui told WWD exclusively. “I think it is a great way to bring fashion to everyone. I love Go International and was intrigued with Target’s new take on designer partnerships. It’s a fresh approach. I was able to select a muse or source of creative inspiration to focus the collection around. It is an exciting challenge to try and interpret my aesthetic into a mass-produced product with a specific inspirational source as the focus.”

The Anna Sui for Target collection will roll out on Target.com and about 250 Target doors September 13, ending on October 17.