Pinay designer Josie Natori designs lingerie for Target

Josie Natori announces her partnership with Target

( Filipino designer Josie Natori has collaborated with US-based department store chain Target to design its first ever limited edition lingerie line, reports New York Magazine. The tie-up is also Natori's first collaboration with a mass merchant.

According to New York Magazine, Target has teamed up with several designers to create ready-to-wear pieces and accessories but Natori's will be the first lingerie line. Her underwear and loungewear designs will be released in two installments-before the holidays (Oct. 30 to Dec. 25) and before Valentine's Day next year (Jan. 1 to Feb. 26). Prices for her designs will range from $9.99 to $34.99.

"I am so excited to be able to bring to the Target guest the East-west sensibility and the aesthetic of Natori at very affordable prices," said Natori in a video posted on her website.

Born Josephina Almeda Cruz,  Natori was 17 when she left Manila to study economics in New York. Prior to becoming a fashion designer, she was a musician and was also the first female investment banking vice president of Merrill Lynch. From its conception in 1977, her brand has expanded to include RTW, lingerie, home, fragrance and eyewear.


In 2006, New York-based Filipino designer Rafe Totengco was also tapped by Target to design a line of bags and accessories.

For more on this story, log on to New York Magazine and

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