Dying to know more about this exciting collaboration? Look no further. We’ve rounded up the must-know details so you can be ready to shop the entire collection when it launches online and in stores November 5.
About Chip and Joanna
Chip and Joanna Gaines are the husband-and-wife team behind Fixer Upper, which premiered in 2013 on HGTV. The show has been hugely popular, averaging 4.6 million viewers per episode. Largely due to that popularity, they’ve increased tourism in their hometown of Waco, Texas, by astronomical numbers (not to mention given everyone a reason to fall in love with shiplap). Waco is also home to the couple’s home and lifestyle store, Magnolia Market.
The collection is called Hearth & Hand and will be available for years
The line will be in Joanna’s iconic “modern farmhouse” style
Hearth & Hand with Magnolia includes tabletop, home décor, and giftables, as we mentioned previously. Luckily for us, we don’t have to wait to get a glimpse of these products: Target released four photos of merchandise to get customers excited for the upcoming collection. As if fans need any encouragement?! Items include vases, mini picture frames, cloth napkins, and water pitchers, all in the modern farmhouse style Chip and Joanna are known for.
While Target hasn’t released images of the entire collection just yet, fans can expect to see lots of items in the same style of the homes featured on the show. As Chip mentions on Magnolia’s blog, “modern farmhouse” has been Joanna’s inspiration for the collection, which Target says is a “modern take on Magnolia’s signature aesthetic with modern, classic, industrial and vintage touches.” All music to Fixer Upper fans’ ears. But what every fan of the show is wondering is, “Will there be shiplap or subway tiles in the collection?” We’ll all have to wait until November 5 to find out.
Most items will be less than $30
Why Chip and Joanna partnered with Target
As Chip mentions on the blog, he and Joanna are often asked to travel all over the country to renovate homes, but they can’t do so because their business and family are based in Waco.
And though they’ve received collaboration offers before, the timing was never right. However, “there was one company that kept standing out to us, and the more we got to know them the more it felt like this was the right partnership for us,” Chip said. In particular, Target’s spirit of giving was a major draw for the couple. “We have found them to be the gold-standard when it comes to generosity and giving,” Chip said.