COLLABORATION ANTICIPATION: As 3.1 Phillip Lim Sells Out, Target Announces Peter Pilotto Up Next

In a surprise to exactly nobody, determined shoppers descended upon Target stores yesterday morning to strip the racks and shelves of the chain's heavily promoted and anticipated 3.1 Phillip Lim collaboration collection. Never has The Shophound felt more relieved to have been to a pre-shopping event, because, by all reports, they were ruthless. As if to underscore the success of the retailer's return to its tried and true collaboration format, Target has wasted not a minute in announcing its next designer. On February 9th 2014, Peter Pilotto for Target will launch in most United States and Canada locations of the chain as well as at international online retailer Net-A-Porter, giving international fans of the London-based label more of an opportunity to participate in the modern shopping frenzy phenomenon known as the Designer Collaboration Launch.

The initial announcement was made earlier today at the label's London Fashion Week runway show. Though the brand, designed by Christopher DeVos and Peter Pilotto (pictured above), is less well known, more expensive and more exclusively distributed than Phillip Lim's, it has been gaining steam among luxury customers in recent seasons at stores like Bergdorf Goodman and Saks, and you can rest assured that with the momentum Target has created this past weekend, customers will be primed and ready to shop come next February. The designers are looking forward to making themselves more well known, as they are quoted in the retailer's press release,

“By working with Target, we’re able to broaden our reach and bring our design aesthetic to an entirely new audience,” said Peter Pilotto. “This is a pivotal moment for our brand. Our collection for Target embodies the elegance and spirit of our own line, but makes it accessible to everyone,” added Christopher De Vos.

Look for the designers' signature, colorful prints to be featured in the 70-piece apparel and accessory assortment which will range in price from $14.99 to $79.99 with most items under $60. This one's for women only, so sorry, guys. You'll have to wait for the next one. So far, no images have been released, but a brief promotional video hints at some of the prints we might see in the collection. Have a look after the jump.

Target and PETER PILOTTO Announce 2014 Spring Collaboration (Target Pressroom)
PETER PILOTTO for Target is the Next Must-Have Collaboration (A Bullseye View/Target Blog)