The hype has been building for months. You may have seen sneak peeks in your April InStyle magazine or in the TV ads. This Sunday, April 9th was finally the day: the unveiling of designer Victoria Beckham’s collaboration collection with Target. Having come a long way from her Spice Girl days, Victoria Beckham is an accomplished designer whose pieces go for well over $500. A brilliant move for both the retail industry and the designers who participate, Target and other stores have been doing designer collaborations for years now. Since 2008 Target has teamed up with well-known designers like Alexander McQueen, Neiman Marcus and Missoni, as well as up and coming powerhouses like Prabal Gurung, Thakoon and the Mulleavy sisters of the Rodarte label.

After surviving the Lilly Pullizter madness of 2016 and after talking with Target store managers last week, I was fully prepared for another onslaught of running to the racks and grabbing items with wild abandon. But to my surprise, when I arrived to the Stonecrest location at 6:45 a.m. there wasn’t even a line. I waited in my car until 7:15. By 7:30 about 25 people had gathered and by 7:50 a security guard came by to tell us the “rules” (no multiples of items and only 6 items in the dressing room at a time). I was hopeful to actually look through this collection, since the crowd wasn’t nearly as frenzied and everyone in line I chatted with were there just “to see” the collection.

Victoria Beckham for Target

Right on trend with creature couture and just in time for spring, the VBxTarget collection is laden with sweet animal prints (bees, bunnies and mushrooms). The overall color story features classic black and white, along with pops of bright orange, hot pinks and lots of flower prints.  And with over 200 pieces, including plus size and kids items, there’s something for everyone. Prices range from $13 to $70, with most pieces right in the middle at $40.  

The kid’s section has great gift items including coloring and paper doll books, bib sets, booties and blankets in the beebunny and mushroom print. The quality of the pieces was nicer than what it appears to be online so if you aren’t sure, I’d recommend going to look in person. And while it didn’t compare to the Lilly Pullitzer madness of 2016, that’s a good thing because every Charlotte location as well as Target online still has lots of items to choose from. Just don’t wait too long – the collection is only available until April 30th.

Victoria Beckham for Target Victoria Beckham for Target Victoria Beckham for Target