In the past two years, Target has given its its in-house fashion brands a major overhaul, all while expanding its commitment to inclusivity. A New Day and Universal Thread launched with a full range of sizes, 00 to 26W or XS to 4X, from the get-go; Kona Sol, its newest swim label, debuted with an unretouched campaign. This spring, the retailer is adding three new brands to its womenswear portfolio, zeroing in on a specific category of apparel: intimates and sleepwear.
The first of the trio is Auden, an expansive line of bras and panties (there are 40 and 50 available styles to choose from, respectively) available in sizes 32AA to 46G. Then, there’s Stars Above, a 125-piece collection of pajama sets and pieces to just do nothing in, ranging from XS to 4X. Finally, there’s Colsie, a more trend-driven selection of loungewear and intimates, in sizes XS to 3X, aimed at the Gen-Z crowd. (Think Wild Fable, but for nighttime.)
A lookbook image from Auden.
Anna Wolf/TargetIn the age of splashy, size-inclusive intimates launches—Savage x Fenty comes to mind—Target’s latest release makes a lot of sense. The retailer serves a wide breadth of customers, and has worked to showcase diversity in its ad campaigns through casting and no retouching. Plus, like everything else at Target, these three new brands are all incredibly affordable: Nothing in Auden exceeds $22, while items in Colsie and Stars Above cap out at $29.99.
Previously, Target’s in-house intimates were divided in three separate lines: Xhilaration, Gilligan & O’Malley, and Ava & Viv. The largest bra size offered was a 46DDD, at Ava & Viv. Now, shoppers will be able to buy up to a 46G online, for the first time ever.
“We’re offering a more extensive size range than ever before so we can meet the needs of our guests,” says Jill Sando, Senior Vice President, General Merchandise Manager, Apparel and Accessories and Home at Target. As for where Target plans to go from this launch: “We’ll also continue to listen to our guests and make adjustments based on their feedback.”
More than simply offering an array of sizes at an accessible price, Target is emphasizing how customers can feel comfortable shopping and wearing undergarments. “We’re always looking for ways to make our brands more inclusive and celebratory of all body types,” Sando tells Glamour. “Within intimates and sleepwear specifically, what our guests are looking for has continued to evolve. Now, more than ever, they want to feel comfortable and confident in their own bodies.”
“Our team met with hundreds of women—ages 16-54 and of all body shapes and sizes—to have real conversations about their intimates: what’s working, what’s not and what can we do better,” Sando continues. “One thing they all had in common was the fact that finding the perfect bra is a struggle. They want more from their bra—they want to love it! With Auden in particular, we conducted bra fittings with hundreds of women to help us refine and inform the final assortment.”
A lookbook image from Stars Above.
Courtesy of TargetOn top of offering more options for shoppers, Target is hoping to refine the process of buying intimates in stores and online with Auden, through Bra Fit studios in retail locations and a “Find Your Fit” tool on its website. As with its apparel, the retailer’s intimates and sleepwear will be merchandised together, in a single section, in stores without a distinction between sizes.
You can expected more newness from Target in 2019: The retailer anticipates to have 25 owned brands available to shoppers by the end of the year. Auden, Stars Above, and Colsie are a pretty great start. All three lines will be shoppable in stores later this month and on Target.com on March 3. Glamour got an exclusive first look at the product—check out the first look at Target’s latest fashion brands, below.