Target has appointed designer and television personality Isaac Mizrahi to the newly created position of creative director at large, in a move aimed at revitalizing its fashion offerings. The announcement was made on Monday as the retailer continues efforts to enhance its clothing and product lines.

In this role, Mizrahi is expected to mentor Target’s design teams, advise on product innovation, and foster new partnerships. He will work alongside Gena Fox, the company’s senior vice president of design. Mizrahi, known for his vibrant, colorful style that gained prominence in the late 1980s, expressed enthusiasm about the collaboration, stating that his goal is to help bring more joy, style, and sophistication to the shopping experience through storytelling and creativity.

The appointment marks a return to a longstanding relationship between Mizrahi and Target. Their collaboration began in 2002 when Mizrahi launched an exclusive clothing and accessories collection for the retailer, Target’s first partnership with a major fashion designer. That initiative helped set the stage for subsequent designer collaborations with brands like Lilly Pulitzer and Missoni. The partnership concluded in 2009 before being revived with this new leadership role.

Target’s decision to bring Mizrahi on board comes amid broader strategic changes under CEO Michael Fiddelke, who took over leadership in February, succeeding longtime executive Brian Cornell. Since Fiddelke’s appointment, the company has reshuffled key leadership positions and brought in external executives, including a Walmart veteran to manage its supply chain operations. These moves align with Target’s ongoing push to overhaul various departments, with a particular focus on fashion and home decor. For example, the company recently announced that 75% of its decorative home assortment would comprise new products.

In May, Target reported its largest increase in comparable sales in four years, signaling positive customer response to the recent changes. However, the company also issued a cautious outlook, reflecting uncertainties about sustaining momentum. Bringing Mizrahi into a senior creative role reflects Target’s intent to leverage both experienced design expertise and fresh ideas as part of its strategy to enhance product appeal and regain market share in the competitive retail landscape.