In the last week of February, fashionistas all over the country went into overdrive – paying off their credit cards, making space in their wardrobes, dusting off their sleeping bags – with the news Target Australia’s latest designer coup would be one of New York’s finest, Zac Posen.

However, unlike Target’s previous international signing, star-powered Stella McCartney, the revelation left many not-so-fashion-conscious consumers scratching their heads, oblivious to Posen’s prominent US reputation. Perhaps best known for his uniquely elegant red carpet gowns, Posen has clothed celebrities such as Katherine Heigl (Emmys, 2007) and Gwyneth Paltrow (Oscars, 2007) in memorable dresses that elicited praise rather than pain from many cynical fashion cops.

It was Heigl’s dress in particular, which played a major role in Posen’s exclusive designs for Target. Speaking after the collection launch at Central Pier in Docklands, Posen revealed his delight in digging through the archives and pulling out the design, which was never manufactured for his collections – only for the Grey’s Anatomy actress. Originally made in white denim (for shock value, he said), two versions were presented at the launch: one in the fashionistas’ favourite, black; and the other in a vibrant, Pompeii red, with both being a specially-created stretch crinkle faille fabric.

But it was not all gowns and show-stopping glamour, for Posen insists he designs “for all women” – a point Target were clearly aware of when they signed him. And he reinforced his claim by presenting a varied selection of separates, with most capable of taking its wearer from day into night, many from office to post-work drinks, but all with Posen’s unmistakable brand of tailoring.

Within the highly-wearable collection were several standouts: the silk pussybow blouse with the pleated front panel; the black 50s-style Ottoman dress with the scooped and embroidered back; the high-waisted pants with triple-pleated fronts; the coat/dress with the button-tabbed, cinched-in waist; and the silk dress with the wrap-around scarf neckline, in the violet Pompeii print (Posen designed the print himself, and even included little kangaroos for a hint of Australiana.)

The rest were certainly not mediocre – with dresses being Posen’s strength there are simply too many to mention, but some of the best came in jersey or ponti knit, with cowl necklines and backlines, or tucked bodices and ruched shoulders. And yes, for the non-pants wearer there were skirts to pair with the pussybow blouse, which featured asymmetric frill hemlines and fell to the knee.

Since the collection was released pictorially online in late February, reactions to the designs have been mixed, with Vogue Australia forum members commenting the level of design and detail was disappointing and not akin to the standard of Posen’s own line. But perhaps it was merely the pictures that didn’t do the garments justice, for on the runway his trademark tailoring elements were clearly evident, and there was nothing “mass-market” about them.

But this is a mass-market collection, designed to introduce the Zac Posen name, theory and style to a whole new world of consumers who may not have heard of him, and who most likely can’t afford him (which unfortunately is the majority of the population). Posen confessed it was a marketing exercise to enhance the brand’s Australian reputation before the launch of his first fragrance next year, but in this situation there are no losers – Posen will gain new admirers, and we’ll finally able to purchase one of his designs without going into debt.

The Zac Posen for Target collection hits selected Target stores Australia-wide on April 3. For store locations, visit Designers For Target.

PHOTO GALLERY: Zac Posen for Target Runway Show