Does your mum know the name Dion Lee?
Don't worry if not because come July, she together with a whole raft of Australians who aren't regular visitors to 'Planet Fashion' will be introduced to the darling of the local sartorial scene thanks to Target.
Lee, winner of the local International Woolmark Prize back in 2012 and top seller for David Jones and Net-A-Porter, will release a special collection for one of the country's largest retailers.
Following in the successful steps of international designers Stella McCartney and Missoni, Lee will release a limited edition range in 35 Target stores and online from July 2.
While he is renowned both here and in New York, where he regularly shows during Fashion Week, for his sculptured dresses created from luxe fabrics such as crepe, wool and leathers, Lee's Target range will be performance based, taking its cues from the athletic trend that has been kicking around for several seasons now.
The 35 garments which will make up the collection will be his first performance wear pieces and will include loungewear and day-to-night clothing, a term coined by Alexander Wang who created a similarly sporty range for H&M last year. Imagine jacquard knits and lots of stretchy fabrics all featuring the signature Dion Lee flourish – a zipper here, a mesh panel there.
"Even though the designs can be technical, I think style and function remain paramount. I've always been attracted to sportswear and this collaboration will give me the opportunity to speak to customers I haven't spoken to before," he told Fairfax Media.
One customer he frequently chats to is Lara Bingle, who famously wore a Dion Lee creation to make her LA debut at the premiere of her partner Sam Worthington's film Sabotage last year.
Could she perhaps don another of his creations for her first public appearance following the birth of her son, Rocket Zot?
"Red carpet is really important to our brand, especially in New York, where I'm feeling really comfortable showing now. Could Lara wear something for her re-emergence? Perhaps," he said with a wink.
While Bingle and other keen fashion lovers fork out upwards of $1700 for a gown, his Target range will carry a significantly lowered price point, starting at $25.
