With fans like the First Lady, Jason Wu’s Target collection might be a guaranteed success. But will his luxe-for-less designs incite a similar level of Missoni mayhem?
Target announced via a stream of five tweeted clues on Sunday that Wu will be joining the ranks of Missoni, Rodarte, Zac Posen, Erin Fetherston and many other high-end fashion designers in creating a limited-edition line for the store.
With an aesthetic that’s perfectly tailored, feminine and slightly whimsical, 29-year-old Jason Wu has been the reigning darling of the U.S. fashion world since Michelle Obama stunned the world in his custom-designed white chiffon gown during the Inaugural Ball in 2009.
(PHOTOS: Michelle Obama’s Jason Wu Dress)
Since that defining moment, the designer has lived up to the critics’ hype by creating consistently elegant and understated collections each season. Yet it’s the collaboration with Target that is likely to make Wu’s star shine even brighter, as he will be able to reach legions of women who have up to now only been able to admire his work from afar.
“The exciting thing about this limited edition collection of affordable women’s wear and accessories is that it allows me to reach a wider audience and bring my designs to people who may not have been able to purchase them before,” Wu told Women’s Wear Daily when he confirmed the news on Monday.
Wu’s Target collection, which will be in stores and online on February 5, will feature his signature women’s wear styles, as well as handbags and scarves.
It may not be as extravagant as Missoni’s 400-piece Target collection, but regardless, we’ll likely be waiting with our credit cards ready for the moment the line goes on sale. Let’s just hope Target’s website can handle it.
Erin Skarda is a reporter at TIME. Find her on Twitter at @ErinLeighSkarda. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.
SPECIAL: Jason Wu’s Runway Report Card from New York Fashion Week 2011