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Style File: Pretty in print

Peter Pilotto’s multicoloured universe of print is a London Fashion Week highlight. Now, with a collaboration for the mass-retailer Target, they have their sights set on dressing the world, says Alexander Fury

Peter Pilotto are on the crest of a wave. That name is in the plural because the label is designed by a duo – the eponymous Pilotto, and Christopher de Vos, a partnership that has garnered plaudits, impressive sales figures and an ever-expanding list of stockists since their first on-schedule London show in 2008.

The latest acclaim for Peter Pilotto came last week, when the label won the British Fashion Council/Vogue Fashion Fund – a hefty stamp of industry acclaim coupled with a cash injection of £200,000. And next week, their collaboration with then mass-retailer Target is released: there’s a preview today in New York, which promises to be a frenzied sell-out, as with their previous collaborations with designers including Rodarte, 3.1 Phillip Lim and Luella. But, for the first time, the Peter Pilotto for Target range will be available in the UK via net-a-porter.com. “A phenomenal opportunity,” is what Holli Rogers, the e-tailer’s fashion director, has dubbed the collaboration. The most expensive piece (a jacquard dress) retails for just £80.

There’s nothing watered-down about the Peter Pilotto for Target collaboration. That’s because their signature stands out a mile. That signature is intricate, multi-coloured, computer-generated print – each design individually engineered to the garment. They’re at the forefront of the digital revolution that has changed the way garments from haute couture to high street have looked over the past decade.

“We treated Target as almost another range, rather than ‘best of’,” says De Vos. And while their mainline – whirled with embroidery and digitised lace and sported by the likes of Kristen Stewart, Miranda Kerr and Emma Watson – may have a couture price to match that quality, with the poppy, print-plastered Target collaboration, we can all have a piece of the Pilotto pie.

Peter Pilotto for Target launches on net-a-porter.com on Monday 9 February.