Situated under the Brooklyn Bridge, in DUMBO, 500 guests dressed in red came together for a farm-to-table style dinner party, all in the name of celebrating the launch of the Target + Feed USA collaboration! The retailer transformed a raw space into a magic dinner setting, matching long picnic tables with twinkling lights and the ultimate backdrop, Manhattan’s skyline.
In a continuation of her dedication to Feed, which she launched 6 years ago after a trip around the world, Lauren Bush Lauren collaborated with Target to extend her mission. By pairing fashionable offerings with philanthropic efforts, she expanded Feed with a new collection of kitchen supplies, accessories, home goods and more. “Hunger is a solvable problem,” she said. “I’ve seen first-hand that when you get food and you get nutrition, people can beat it. Not only do they survive, they can thrive.”
“Feed’s always been cool,” said Nate Berkus. “You see the girls walking down Madison Avenue or in Soho or in Beverly Hills with the Feed bag and it’s part of the moment. A lot of us on the coasts recognize it right away but tonight’s the explosion. Everyone’s going to know what Lauren’s done with the company but also how forward thinking Target is.”
Over a family style dinner that featured tile fish, tender leg of lamb, and vegan lasagna, Lea Michele spoke to her excitement over the collection, while Lauren expressed the importance of the project, joking that the night felt like her Feed wedding, sponsored by Target, of course. “It’s such a proud moment for me. I look out and I see my family and my Feed team and so many friends.”
As the sun set over the Brooklyn Bridge and the evening turned into night, guests shopped the collection in the rustic style venue that Target set up, listened to Phillip Phillips perform, and gushed over the brilliant partnership. Karlie Kloss, dressed a red mini dress by Jason Wu, obsessed over the Feed bracelet she was wearing. “One thing that’s so cool about what Lauren has started is that she’s made this fashionable. The bags are such a statement item but they also help a lot of people.” The model turned baker is brainstorming new inspirations for a follow up to the Karlie’s Kookies which are currently for sale at Momofuku Milk bar. Meanwhile, Rebecca Minkoff, who couldn’t decide between her favorite piece from the offerings, is working to launch her first store in New York City. But don’t expect to shop her mini MACs in store this summer. “It just depends on how complicated the construction is. [At minimum, we'll open] 4 months from now.”
With Target’s extensive history partnering with designers and influences in the past, they’ve cemented a name for themselves in the collaboration world. However, given the newest efforts, and the charitable focus, this brings to light an entire new world of possibilities. At the simple suggestion of Michele, the 500 guests in attendance took to their phones immediately, Tweeting and Instagramming with the #FeedUSA, making a global statement towards ending hunger. Impressive for a collaboration, no?
Make sure to shop the collection when it hits stores and Target.com on June 30th!