Designer Tracy Feith’s new collection for Target is coming out soon and based upon our first peak, it’s the most fashion forward surf line I’ve ever seen. I’m loving the seventies vibe (especially the strapless, Flowerpower/Tiki dress) and the strong colors. Plus, there is not a flip-flop to be seen (hallelujah!).

From the press release: Tracy Feith for Target collection offers flowing frocks and easy silhouettes that are utterly chic for the summer season, from $14.99 to $139.99. Feith uses original, bohemian-inspired prints and a rainbow of colors to accentuate unique yet sophisticated women, like that of fan Michelle Obama.  The collection is filled with mix-and-match printed swim separates and vintage beach-inspired basics which accentuate Feith’s barefoot-luxury aesthetic.  Flower power and crazy daisy prints are reminiscent of 70s surf life, highlighted by bark cloth and linen textures and cropped cut jackets in canvas and genuine leather.

Total Side Note: While I love both Target and Mrs. O like I love my Snuggie or cupcakes from Crumbs Bakery, can we can please stop tying every fashion moment to our first lady? Yeah, she has great style, but Feith’s clothing are stylish and forward enough to stand on their own.