Vera Wang for Kohl's?!

I welcomed the prospect of Karl and Stella for H&M, I reluctantly accepted the idea of Luella, Tara, Paul & Joe for Target, but I cringe at this: Vera Wang will design an exclusive collection for Kohl's for Fall 2007.

I've not a big fan of Vera Wang (bridal or rtw) but I'm still shocked a prestigious designer would team up with Kohl's. How do you transition from A-list bridal dresses to cheap clothes for a midwestern retailer?