NEW YORK (VINnews/AP) — Isaac Mizrahi, the celebrated Jewish fashion designer and television personality, has been appointed creative director at large at Target as the retailer seeks to strengthen its reputation for stylish, affordable apparel.

In the newly created role, Mizrahi will mentor Target’s design teams, advise on product innovation and help develop new partnerships. He will work alongside Gena Fox, the retailer’s senior vice president of design.

The appointment marks a return to a successful partnership between Mizrahi and Target. In 2002, he became the first major fashion designer to collaborate with the retailer on an exclusive collection, helping pioneer a strategy that later led to high-profile partnerships with designers and brands including Lilly Pulitzer and Missoni. His Target collection remained a fixture until 2009.

Mizrahi, who rose to prominence in the late 1980s with his bold use of color and distinctive aesthetic, said he looks forward to working with the retailer’s design team to bring greater creativity, style and excitement to the shopping experience.

Born into an observant Sephardic Jewish family in Brooklyn, Mizrahi was raised in New York’s Syrian Jewish community and attended the Yeshivah of Flatbush. He has often credited his Jewish upbringing and cultural heritage as major influences on his creative vision. His work and life were later highlighted in a major exhibition at The Jewish Museum.

The move is part of a broader turnaround effort under Michael Fiddelke, who took over as CEO earlier this year. Target has been revamping its leadership team, supply chain operations and merchandise offerings, with a particular emphasis on fashion and home goods.

The retailer recently reported its strongest comparable-sales growth in four years, a sign that recent changes may be resonating with shoppers, though executives have maintained a cautious outlook as the company works to sustain its momentum.