Groovy Prints Make The Marimekko For Target Apparel Collection Far-Out Fun
Finland has been ground zero for groovy, eclectic, fun-loving, dynamic printed textiles since the 1950s, when the Helsinki-based husband-and-wife team of Vijo and Armi Ratia opened a garment plant and enlisted a group of their graphic artist friends to create statement-making designed that could be printed on cloth. Within a decade, their Marimekko company became a sensation, largely thanks to the dynamic patterns created by in-house designers Vuokko Nurmesniemi and Maija Isola. After a period of financial uncertainty in the late ’80s and early ’90s, the Marimekko has not only continued to design an in-house collection of apparel and home good, but it’s collaborated with brands like Crate & Barrel, H&M, Converse, and Banana Republic. Tomorrow, the most expansive and affordable Marimekko collection lands at Target stores, and it incorporates everything from bicycles and paddle boards to place mats, table runners, dinner plates, serving trays, pillows, a tent (yes! a tent!), hammocks, beach towels, kites, rugs, deck chairs, bean bags, swimsuits, floppy beach hats and roomy beach totes, tunics, cover ups, shorts, maxi dresses, palazzo pants, tops, and much more.
Because of the scope of the collection, I’ve chosen to highlight some of the apparel and accessories in the Marimekko for Target collection. Almost every garment is available in both “standard” sizes (XS through XL) and plus sizes, which makes the collection revolutionary in and of itself by not appealing to merely one fraction of the population (well done, Target!). The garment silhouettes are fairly simple and effortless, but what makes them stand out are their flashy prints, which capture the non-conformist spirit of the 1960s while feeling relevant for modern audience.
A handful of prints were selected to grace the collection. First and second below, for instance, you’ll find both a top and shorts featuring Marimekko’s Appelsini print in blue, which was created in 1950 after the designed ventured to Spain and enjoyed some zesty oranges. The citric reference point is evident through the circles on the garments and the rays emanating from their core, making each round shape resemble a perfect orange slice.
Another bluish pattern that feels perfect for summer (and for a collection practically calling for poolside lounging and seaside adventures) is the Albatrossi, seen fourth below on a flow-y cover up, which features broad brush-like strokes with curved ends inspired by the tide patterns of the Mediterranean sea. Speaking of wave-inspired motifs, the Lokki print (showcased on a one-piece swimsuit below), features undulating stripes meant to resemble the peaks and valleys of ocean waves.
Those seeking warmer, more electrifying prints can check out the Kukkatori print, which was created in 1970 and inspired by the colors and the energy at a Helsinki flower market. This print appears in such pieces as the tunic shown fourth below and the bikini bra and brief pictured seventh below. The Melooni print, inspired by a deconstructed watermelon, also incorporates saturated brights: magenta, paprika orange, kumquat yellow, burgundy red, and apple red. The print can be seen below on a kaftan-like terry cloth cover up featuring roomy sleeves and a V-shaped neckline.
To balance out these colorful patterns, the Marimekko for Target apparel and accessory pieces also incorporate monochromatic designs: the Ministeri print, featuring black-and-white vertical stripes; the Kaivo print, featuring interlocking circular shapes with arcs on either side; and the Paprika print, featuring asymmetrical peony-like floral shapes.
Check out some of the offerings below:
Marimekko for Target Appelsiini Print Top, 19.99 at Target stores and Target.com
Marimekko for Target Appelsiini Print Shorts, 19.99 at Target stores and Target.com
Marimekko for Target Kaivo Print Oversize Beach Tote, $19.99 at Target stores and Target.com
Marimekko for Target Kukkatori Print Tunic, $26.99 at Target stores and Target.com
Marimekko for Target Albatrossi Print Cover Up, $34.99 at Target stores and Target.com
Marimekko for Target Lokki Print One Piece Swimsuit, $19.99 at Target stores and Target.com
Marimekko for Target Kukkatori Print Bikini Top and Bikini Brief, $19.99 each at Target stores and Target.com
Marimekko for Target Okariino Print Palazzo Pant, $29.99 at Target stores and Target.com
Marimekko for Target Melooni Print Terry Cloth Cover Up, $29.99 at Target stores and Target.com
Marimekko for Target Ministeri Print Terry Cloth Cover Up, $26.99 at Target stores and Target.com
