Introducing Auden, Stars Above and Colsie video transcript

A red Target Bullseye appears over a faded video of bras. A grey stripe cross the screen and white text appears. Light pop music plays.

ON SCREEN TEXT: behind our brands

The screen wipes to the left and shows several women near swatches of fabric and mannequins.

A white board holds a slew of various shades of pink color samples.

Ellen Skahan sits in a bright room filled with mannequins and speaks to someone off camera.

ON SCREEN TEXT: Ellen Skahan Senior Director Design

ELLEN: This is an amazing time for Target and for our guests.

Two photos of women wearing Auden underwear are displayed on a wooden structure. Another frame displays the Auden logo.

ON SCREEN TEXT: auden

ELLEN: As we look at the three brands that we're launching, you know, first we looked at the market and we said, "What is out there?"

Stars Above clothes are displayed on mannequins below a hanging banner.

ON SCREEN TEXT: stars above

More mannequins display Colsie clothing below a hanging sign.

ON SCREEN TEXT: colsie Ellen speaks to someone off camera.

ELLEN: But then we really went back and looked at our guest. Daniele Cortese sits in a room with a pinkish glow in front of a wall displaying hanging bras. She speaks to someone off camera.

ON SCREEN TEXT: Daniele Cortese Director Technical Development

DANIELE: We really wanted to focus in on how to speak to all women in the market and not just a particular size range or a particular aesthetic range.

A pink bra is shown laying on a wooden table near other bras of black and cream coloring.

Bras hanging from a rack are displayed on hangers in front of a mannequin displaying a bra. The Stars Above logo is shown over a faded video of a mannequin wearing a striped shirt.--:--:--:--

ON SCREEN TEXT: stars above

ELLEN: Stars Above is all about feeling comfortable and cozy from 6:00 p.m. to 6:00 a.m.

Several mannequins display the Stars Above clothing including a floral dress and pink sweater.

The Colsie logo is shown over a faded video of mannequins displaying the Colsie line of clothing.

ON SCREEN TEXT: colsie ELLEN: Colsie's our comfortable, trendy, stylish loungewear for our young teens and adults.

The mannequins display Colsie clothing including a pair of yellow shorts and black sweater with a rainbow collar.

A mannequin displays a grey sports bra with blue and white stripes on the bottom.

The Auden logo appears over a faded video of mannequins displaying their bras.

Behind the mannequins is a wooden display showing images of women wearing the Auden clothing.

ON SCREEN TEXT: auden

ELLEN: Auden creates the perfect fit for all. Jessica Berc speaks to someone off camera while in front of a wall display of hanging bras.

ON SCREEN TEXT: Jessica Berc

Rarely in your career do you get to launch: one brand, much less three, at the same time.

A group of women sit around a table inside a design space.

Bras are displayed on the wall, as well as on mannequins.

Jessica grabs a bra off the wall and brings it to the table.

JESSICA: It's been an amazing opportunity to scrap everything and start from the ground up.

Daniele speaks to someone off camera.

DANIELE: The true inspiration behind Auden was creating a brand solely around comfort.

A woman sits at a table and touches a fabric sample before sketching underwear onto an illustrated mannequin.

DANIELE: Really making sure we meet each women wherever she is in the journey of her life; her first bra through her college years and through being a mom and her nursing moments and to, you know, enjoying her retirement.

A woman places an outline of a bra over a floral printed fabric. An outline of panties is adjusted over a floral printed fabric. An outline of a bra is shown over a printed fabric showing white flowers. A hand reaches and places a light green color block over the outline.

Jessica holds a swatch of fabric and compares it against another on the wall. Two other women hold up different fabrics up to the wall as well.

Daniele speaks to someone off camera.

Jessica and three other women sit on a sectional couch around a low table covered with different bras.

A woman points to a bra on the table and speaks.

WOMAN: Like, this one, I'm overflowing, or this one I'm..

JESSICA: The research process for Auden was extensive.

In front of the wall of bras, Jessica speaks to someone off camera.

A woman wearing a black bra gestures to the bra as she speaks to another woman.

JESSICA: We kept hearing women talk about how it was their fault that the bra wasn't fitting.

Jessica and a woman on the couch hold up a black bra and feel different parts of it.

JESSICA: Honestly, girl, it's not you, it's the bra.

In front of the wall of bras speaks to someone off camera.

Jessica and the others on the couch converse as one of the women holds up a bra.

JESSICA: And so if we can solve that for her and give her a bra that makes her feel like her body is fine and normal and wonderful, that's really what we're after.

A hand reaches for a pink bra on the table and lifts it.

Jessica speaks to someone off camera.

A woman speaks as she touches part of a black bra that another woman is wearing.

JESSICA: Inclusivity was top of mind the entire time we were going through the process.

A woman reaches for a safety pin and pulls it out of the pin cushion attached to her wrist.

A woman stretches the shoulder strap of a bra on another woman.

JESSICA: We had a variety of ages from 16 to 54, a variety of sizes.

A woman in a beige bra has her picture taken by another woman with her phone.

A woman in a black bra has her picture taken by another woman on her phone.

JESSICA: Just to get feedback from diverse women, really taking everything into account, whether it was the strap, the wire channeling, the fabrics, where they were being sourced, how they were being manufactured.

A woman writes in a notebook with a pen.

A woman holds up a tape measure to another woman's back and measure the distance between the bra straps.

A woman uses a yellow tape measure to measure a light pink bra.

A woman adjust a paper outline of underwear over a floral print.

DANIELE: Target is really fortunate that we have an entire artwork team here, and so all of the prints and all of the patterns that we see on any of our product are really dreamed up and created by artists here in the building.

A group of women sit around a table and smile while they talk.

A woman uses a thin paint brush to mix colors on a palette.

An assortment of different color panties are displayed on a white table.

A woman hangs a floral print design on a wall already covered with other designs.

A binder with sketches of bras and different fabric designs are shown on a table as two women converse.

JESSICA: Our technicians and our engineers and our trim specialists and our fabric specialists, each of them look at every little detail-- the hand-feel, the wash and the recovery of each item-- to elevate the ultimate quality of every garment.

Several hands feel a thin white fabric.

A woman hands a pinkish floral fabric swatch to another woman.

A woman takes a lacey fabric from a hanging rack and looks it over.

A woman stretches the waistband of a pair of pink underwear.

Ellen speaks around a table of women.

Jessica speaks to someone off camera from in front of a wall of bras.

JESSICA: I think what's so great about Auden is that it's going to be so accessible to so many women.

From behind, we see three women looking at a wall full of design elements.

DANIELE: Because of our size, we were able to bring boutique quality at Target prices.

A pair of hands turns a red bra over and displays the Auden tag.

ON SCREEN TEXT: auden

Ellen sits in front of the mannequins and speaks to someone off camera.

ELLEN: We really used those values of the brand to really hold us accountable that we can't--we can't let our guests down in this category.

Daniele sits in front of a wall of bras and speaks to someone off camera.

DANIELE: I want you to feel welcomed when you see Auden. I want you to walk on that floor and feel like there's a purpose and a reason for you to be there, and I want you to find what you've always wanted and dreamed of in a bra.

A white plaque stands on a table near racks of Auden bras.

ON SCREEN TEXT: introducing auden fit for you in every way

A variety of bras are displayed on a white table.

Daniele speaks to someone off camera.

A woman adjust the straps of another woman's bra.

A woman nods and holds her hair as another woman adjusts her bra.

A woman smiles and speaks inaudible while sitting on the couch. Daniele speaks to someone off camera.

A white Target Bullseye appears next to white text on a black background.

ON SCREEN TEXT: A BULLSEYE VIEW behind the scenes at Target read more at www.target.com/abullseyeview follow us at @TargetNews