Kmart Goes Fashion Forward

August 7, 2010 § Leave a comment

A look at Kmart's new ad campaign.

I’ve only been inside Kmart a decisively select few times. As a ballpark estimate, I would put my number of visits in the once or twice range. And though I’d really like to tell you about my experience, the only words that come to mind are fluorescent lighting, searing pain, and nervous breakdown. Basically, from my experience, shopping in Kmart is like shopping in a psych ward. And no, they’re not giving you medication. It’s not that I’m snobby, at least not when it comes to bargain-city mega chain stores. I’ve had my fair share of satisfying experiences at local Targets. Sure, the fine people over at Target may not be masters of ambience, but they certainly have a leg up on Kmart as far as not making me want to throw up.

Another place where they have a leg up: they jumped onto the fast-fashion bandwagon like they were planning to ride it to China. And they’ve managed to entice such illustrious names as Rodarte, Proenza Schouler, and the late Alexander McQueen to collaborate on one-off collections with them, as well as an endless number of others. For a while now, they’ve had this fashion-forward megastore formula monopolized, but they may have competition coming their way. As if in a form of Karmic retribution for their violations of my central nervous system, Kmart has announced that their upcoming array of apparel for fall will have a fashionable edge. And before you burst into laughter, consider this: designers for the new merchandise have been pulled from such varied reputable brands as Gap, Ralph Lauren, and Yves Saint Laurent. In addition, they’ve shot a pristine new ad campaign with photographer Alexi Lubomirski to be run, among other places, in the forthcoming September issue of Vogue. From what can be seen of the collection so far, it’s a tidy little offering of smart basics; a potentially flattering selection of tried-and-true pieces. Maybe Anna Wintour won’t be swapping her Chanel for Kmart anytime soon, but at the very least it seems that the fashionably inclined have a new spot for scoping out bargains. And that may be especially true if their talks of designer collaborations ever come to fruition. For now, I’d recommend checking out the new merchandise from the safety of their website. I’m pretty sure the lighting in their stores alone has the potential to turn people into zombies.


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