DALLAS, Aug 25, 2010 / FW/ — Attention Kmart shoppers, this season Kmart has transformed itself into a fashion destination with the launch of Kmart Design.

Kmart Design, Really? It’s true… With the campaign shot by renown photographer Alexi Lubomirski (V Magazine, GQ), the K-Mart’s Fall fashion ad campaign is a visual treat. It debuts in a highly coveted spot of the September 2010 issues of Vogue.

What does Kmart Design propose for the coming season?

The Fall 2010 Apparel collection is based on the latest trends, pulling from current styles in the fashion world like the Military-inspired Sgt. Pepper Jacket with shoulder embellishments, a Rocker Chic Bomber Jacket and Distressed Skinny Denim.

Fall wardrobe basics like the skinny cargo pant complement bolder looks like the high-waisted peplum military jacket. Where Kmart really stands out is in the details. Fine stitching, fully lined jackets, and streamlined silhouettes.

The customer serves as the muse, with her personal style and lifestyle guiding the design process. The line is built the Kmart core product philosophy: develop aspirational apparel that embodies a quality first point of view, delivered at a truly affordable price.

As Kathy Huynh, VP of Women’s Apparel Design, says “We want fresh fashion that’s on-trend but it also understandable and affordable. It’s about buying those few new pieces and incorporating them into your wardrobe to give everything else a fresh lift”.

K-Mart’s new line launches this Fall and can be found at http://bit.ly/KmartFall

Highlighted pieces all under $100, most under $50:

MILITARY COAT $99.99 Attention brand
TANK TOP WITH CLEAR SEQUINS (Floral or Camouflage) $14.99 Route 66
LACE PRINT TEE $16.99 Attention