We all know that Target has been killing it in the designer fashion game–the recent collaboration with Peter Pilotto was a resounding success. Just this week the company announced its latest venture–Ambar. Ambar is a fashion line designed with the Latina fashionista in mind. Becasue of the growing Hispanic population in the United States–one in six people living in the U.S. is Hispanic–Target wanted to make sure the women in that demographic were represented better in their stores.
Jenny Panske, Segmentation merchant, Merchandising, said via release, “With the rate the Hispanic population is growing, it is critical for us to offer a relevant assortment at a great value.”
So where does the relevance come in? In the styles, it seems. What’s different about Ambar is the fit and the color–think vibrant and patterned looks with figure flattering silhouettes and fabrics. There are 39 pieces total in this first iteration of Ambar–see them all here–and they’ll be sold online and in 50 stores nationwide, including stores in Florida, California, Texas, Arizona, and New York. Prices range from $16.99 to $39.99.
It’s nice that Target has chosen to represent and support their Hispanic customer base’s fashion in this way, and the focus on color and pattern is a nice and stylish nod to Latin heritage, but we can’t help but wonder if this is a bit stereotypical. And what about the other growing populations in the United States, do they each need their own fashion line? Share your thoughts in the comments!
Luckily, this is a line that all fashionistas can appreciate. We’ve pulled out some of the best looks below, take a peek!
Women’s Crop Sweater, $16.99