Designer wear for an average-sized booty

by Crystal Wieringa

April 23, 2008

ON April 17, Target stores across Australia launched their first line of designer lingerie, amid shopper concerns the intimate apparel would not fit the average woman.

eMU news was at Target Innaloo for the launch of the ‘Wild Hearts’ range designed by internationally-acclaimed Australian Collette Dinnigan.

“I really love this range,” Katherine Machlin (21) of City Beach said. “Lingerie is usually very expensive and Target makes it affordable.

“The only problem is that they don’t have my size in this range.”

Lisa Groves (31) of Scarborough had a similar view.

“I normally can’t shop for bras in Target,” she said, “and I came down to try and find something nice for my sister and I, but there is no middle range.”

The range starts at $16.99 for a G-string, and $39.95 for a bra, and it’s the first time a Target lingerie collection has included the luxury of silk.

“Wild Hearts is very pretty,” said Georgina Kong (27) of Karawara. “It’s a good standard and is of better quality than what you would normally expect from a department store.”

 Ms Kong was one of three people eMU News spoke to who managed to find their size.

Unlike the Stella McCartney clothing range that was launched last year, there was no stampede through the doors at opening time. Staff at Targets Innaloo said they’d expected more people to turn up that day.

Target corporate affairs manager Daniel Ellis said Target was happy to offer affordable designer fashion in underwear for the first time.

“It is an exciting time for this new product, he said. “We appreciate the opportunity to work with an Australian designer and the range has launched above expectations.”