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Screaming Mimi’s Laura Wills Styles Target’s Halloween Look Book

I’ve seen Screaming Mimi’s on Lafayette and always thought it was a terrifying costume shop. However, turns out I misjudged a store by its sign font, because Screaming Mimi’s is in fact a “vintage mecca.” And, it’s cool enough to collaborate with Target on their Halloween campaign.

Laura Wills, owner of the eclectic boutique, played stylist for Target’s 2012 costume look book. The resulting behind the scenes video–currently running on Target’s Halloween page built by AKQA-SF–is kind of endearing. Wills seems to truly believe in the magic of Halloween, and also appreciates the DIY nature of Target’s mix-and-match ensembles. The collection, “…allows people to create something absolutely original.”

But chances are, you’ll see 10 other people in the street wearing your same “80s karaoke singer” costume, and if you’re drunk enough you’ll take a photo with them or punch them in the face for copycatting. Either way, everyone is probably better off actually DIYing. Forgo a pointy hat or set of neon bracelets and be a pair of headphones! Be Psy and dance Gangnam Style everywhere. Oppa!

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