Fe Noel, Rhode and Agua Bendita Unveil Spring Collections for Target

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The designers gave us a preview of their debut Target collaborations, which encompass over 100 beach-ready pieces — most of which are priced under $35.

As the gray skies begin to clear and the sunny seasons appear closer each day, we can finally think about transitioning out of our winter wardrobes and into more vibrant apparel. When the time comes, you may actually want to head to Target.

Fe Noel, Rhode and Agua Bendita are the big-box store's latest designer collaborators. For an April drop, the three female-founded brands have created beach- and poolside-ready collections that are bound to inspire plenty of vacation bookings. All three collections will range in price from $15 to $48, with most items under $35, and will be available in sizes XXS-4X. These global designers follow in the footsteps of brands like Sergio Hudson, Sandy Liang, Victor Glemaud, Rachel Comey and Christopher John Rogers, who have all teamed up with Target in recent seasons.

"It is gorgeous to work with people that get you inspired, and you learn a lot from them," Catalina Álvarez, co-founder of Colombian brand Agua Bendita, tells Fashionista. Álvarez met her other co-founder, Mariana Hinestroza, while studying fashion design in college. She continues, "We believe in our dreams and we worked hard to be here today with as huge of a company as Target."

<p>Agua Bendita for Target Spring Designer Collection. Photo: Courtesy of Target</p>

Agua Bendita for Target Spring Designer Collection. Photo: Courtesy of Target

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Hinestroza and Álvarez say that working as a team has helped each of them have a more open mind when it comes to creating collections — helpful when partnering with an outside company. "We believe in teamwork — no egos — I believe in [Hinestroza], I admire her, I know she admires me too. But as we admire each other, we admire our team and we believe that our goals result from every single person in the company," explains Álvarez.

Similarly, Rhode co-founders Purna Khatau and Phoebe Vickers were also best friends before starting their brand in 2014. Khatau, who is the designer behind the resortwear-inspired brand, says the Target team has enabled them to stay true to their DNA while still trying new things. "I'm really excited because it's our first foray into swim," she notes. "Target is so great at swim so it's a great opportunity for us to start."

<p>Rhode for Target Spring Designer Collection. Photo: Courtesy of Target</p>

Rhode for Target Spring Designer Collection. Photo: Courtesy of Target

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Khatau pulled inspiration for the collection from the history and culture of India, where she is from. "We kind of took it back to where it all started and where the brand was founded."

Though Rhode is already a globally successful, nine-year-old clothing brand, this collaboration will surely bring more awareness to its name — a name that is not as unique in the brand world as it once was. Last year, Khatau and Vickers sued Hailey Bieber after she launched a skin-care line of the same name. (Khatau and Vickers had denied Bieber's alleged request to buy their clothing trademark in 2018). Despite the ongoing legal battle, Rhode's founders are ready and eager to share these new pieces with their customers.

"We really wanted this collection to work for anyone in a variety of situations, whether you're going to the beach or a wedding," says Vickers. "We really wanted people to dress for the fun they want to have with this collection,"

Felisha Noel, the creative director behind Fe Noel, wants people to have fun with her collection, too — and maybe even feel happier after seeing it.

"I want people, when they walk into Target, for it to feel like sunshine," says Noel. "I'm strongly tied to color theory and I believe that it can enhance people's moods."

<p>Fe Noel for Target Spring Designer Collection. Photo: Courtesy of Target</p>

Fe Noel for Target Spring Designer Collection. Photo: Courtesy of Target

View the 9 images of this gallery on the original article

The bold pops of color and striking patterns in Noel's designs recall her Grenadian roots, just as the Aqua Bendita and Rhode founders pulled from their respective cultures. For this reason, Noel believes it will be easy to mix and match between the three collections.

"Each of us is tied directly to our culture and heritage," she notes. "And when you live out loud, of course, there's going to be this strain of authenticity."

Jill Sando, executive vice president and chief merchandising officer at Target, echoes Noel's sentiment, saying in a statement, "These are bold, distinctive women-founded brands inspired by their own roots and cultures, and I know our guests will absolutely love them."

Target's Spring Designer Collection is available to shop while supplies last on Target.com and in select Target stores starting Saturday, April 15.

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