The retailer has been replacing some of its brands with fresher, fashion forward and affordable labels exclusive to the store

As part of its plan to introduce 12 new brands to its retail stores, Target launched a women’s line called A New Day. Developed with Collins brand experience design studio, the minimalist label is intended to add some style to everyday attire while allowing each individual’s personality to shine through.

“We helped name this new apparel page turner ‘A New Day,’ personifying the idea that Target guests view every day as a new chapter in their life, a new chance to write their own story,” reads the Collins project description. “The acronym A.N.D. is also leveraged as a secondary naming approach to emphasize that the clothing line is made to be combined with and punctuate each guest’s own unique style story.”

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The brand is described as size-inclusive and accessible, given its affordable price point. Moreover, Target aims to use A.N.D. to introduce a more modern and trend-conscious label that can stand for itself. “These brands are the perfect example of what makes Target ‘Tar-zhay.’  Each offers incredible design, great quality and truly unbeatable value. That’s something you can find only at Target,” said Mark Tritton, Target’s executive vice president and chief merchandising officer, in an announcement back in August. The line carries sizes 0-16 as well as plus sizes ranging from X-4X and 14W-26W.

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Other new Target-exclusive labels include Goodfellow & Co and Project 62.

Target | Collins

As part of its plan to introduce 12 new brands to its retail stores, Target launched a women’s line called A New Day. Developed with Collins brand experience design studio, the minimalist label is intended to add some style to everyday attire while allowing each individual’s personality to shine through.

“We helped name this new apparel page turner ‘A New Day,’ personifying the idea that Target guests view every day as a new chapter in their life, a new chance to write their own story,” reads the Collins project description. “The acronym A.N.D. is also leveraged as a secondary naming approach to emphasize that the clothing line is made to be combined with and punctuate each guest’s own unique style story.”