DALLAS, Feb 16, 2006/ FW/ --- After a very successful Fall 2006 catwalk preview, Luella Bartley is once again hitting fashion headlines as Target delivers the British designer’s collection designed specially for the mass retailer.

From Feb 16 through the 18th, a trademark red, London double-decker bus will ‘tour’ New York. This mobile boutique will feature and launch the ‘GO International’ collection created by Luella Bartley for Target.

‘GO International’ is the newest initiative for Target, designed to delight its guests with affordable fashion created by designers from around the world.

Similar to H&M’s collaboration with top designers, ‘GO International’ will feature affordable fashion created with well-known fashion designers. Luella is the first designer to be featured.

Under Target’s new mantra, 'expect more, pay less,' the double-decker bus allows Target to physically bring the launch of Luella Bartley's collection for GO International right to its guests.

"Boarding the Routemaster will transport the guests into Luella's world of design," says Trish Adams, senior vice president, Target.

Target has recruited groups of students from Parsons, the New School of Design, to serve as "street teams" throughout New York City to drive traffic to the boutique. Multi-fold brochures that resemble a London Underground map will give hours of operation, website information, collection images and boutique location details and will be handed out to passerby's.

The Luella for Target collection will include everything from casual weekend wear, to dresses, and a variety of accessories, with prices ranging from $9.99 - $149.99.

True to Bartley's British roots, the collection will be showcased in a revamped Routemaster bus, the trademark London transporter that was retired from service on December 5, 2005.

The double-decker mobile store will give guests the opportunity to view the new collection as well as purchase these limited-edition pieces with either cash or credit card. The boutique will spend three days in New York at 666 Broadway, which is at the corner of Bond Street and Broadway.

This collection was unveiled in Target stores nationwide on February 1 and will be the first in a series of designer collaborations that will each appear in-store for 90-days.