Target's new women's line
Get ready. Target’s newest women’s brand lands in stores Sept. 14.
Prologue is a collection of timeless essentials and fashion-forward pieces that include blouses, skirts, coats and trousers designed to make a statement whether worn alone or mixed and layered.
Do not confuse statement with over the top. With this collection, less seems to be more.
Julie Guggemos, senior vice president, product design and development with Prologue, summed it up this way. “With Prologue, we’re looking to inspire—and win over—women who are drawn to a more modern, minimal style … which, by the way, is not the easiest look to create on a budget. It can require a ton of time and effort to curate, and many of the well-designed, contemporary collections are simply out-of-reach for many. That’s where Target comes in—it’s where we shine.”
Minimalist styles need amazing materials and subtle details. The collection includes a camel skirt made of cotton blend fabric with a touch of stretch for beautiful draping. Texture comes on papery blouses and nylon sweaters. Zipper details adorn structured pants. Shirts are crafted with crisp and wrinkle-resistant menswear-inspired materials and weighty fabrics so there’s no see-through.
Prologue is available in sizes 0-16 with many pieces up to 26W offered online. Prices range from $12.99 to $49.99.
Target has introduced more than a dozen new owned brands in the past year, including four women’s fashion brands. A New Day offers go-to modern classics. JoyLab is stylish active wear. Universal Thread’s focus is denim and Wild Fable is a trend-forward collection for younger customers.