Target‘s latest fashion collaboration isn’t with a big name brand, but is instead a collection of tech accessories for iPhone, Kindle and iPad devices. A sign of the times? Definitely.
The mobileexpressions collection ($24.99-$39.99), created by LuxMobile Group, is available in stores nationwide and online for the next nine weeks and features accessories in graphic prints, seasonal colors, dots and stripes. When news of the collab arrived in my inbox, it came accompanied not by boring or geeky product shots, but images that look like Instagram pics from a popular personal style blog. You can almost see the hashtag #armparty right below one clearly set up to show an iPhone case positioned not as a tech accessory, but an integral part of a calculated look.
Sure, plenty of brands sell stylish iPhone cases, and it’s no secret that smartphone, laptop and tablet accessories are increasingly becoming fair game for expressing personal style. But even with that in mind, this collaboration still stands out. This is Target, whose success with designer name fashion collaborations priced for the masses is rivaled only by H&M. It’s a store that manages to foreshadow what’s going to be immensely popular and reflect popular culture in the same moment through its fashion, home and lifestyle merchandise. That Target is jumping on a chance to align style and technology, albeit in a fairly simple way (after all, these are just cases for your average devices), it’s a sign that the line between tech accessory and fashion accessory has officially blurred. It’s also a sign that Target is willing to bet that fashion-driven technology has serious mass appeal.
More fashionable tech accessories…
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