Say “I Do” to Target’s New Bridal Collection

May 21, 2013 - Article reads in
tevolio target abby larson

If you’ve been on Pinterest lately (we’re a bit obsessed), chances are you’ve seen the thousands of beautiful, wedding-related images, from dresses and décor to flowers and cake.

Brides-to-be used to flip through wedding magazines for inspiration, but now it’s just an easy click away. So why should it stop at stationery and streamers? What about the main attraction—the dress?

For brides who want a no-fuss (and affordable) approach to their big day, they can now shop on for bridesmaid dresses, flower girl dresses and their wedding gowns. We’re looking at you, Savannah Guthrie (Congrats on the engagement!).

Inspired by the Italian phrase “Ti voglio,” which loosely translates to “I love you”, TEVOLIO features dresses ranging in price from $69.99 to $129.99—that’s what we call a dream come true!

With a comprehensive bridal collection, Target is now a one-stop shop for all your nuptial necessities. The betrothed can dress their bridal parties, shop for stationery and register for everything and anything they need to start a new life together.

But it all starts with the dress! Target’s technical design team worked to ensure the assortment of bridal gowns, bridesmaid dresses and flower girl dresses have a truly flattering fit. Below, we chat with Jennifer Lansing of the product development team about the new flock of frocks.

Tell us a little about the different TEVOLIO styles. 
At Target, we’re known for providing the style and design our guests wants, and that will hold true with TEVOLIO, as well. These are the dress styles brides and their maids are most excited about, so we built our assortment from there. Strapless dresses are doing really well for us, so we’re adding more strapless designs in an assortment of fabrics. And “pink lemonade” and “stoplight red” are some of our new colors that brides love!

How many bridal gowns did the team design?
Right now we have about 10 styles for bridesmaids, four styles for brides and two styles for flower girls. The best part? Gowns come in sizes 2 to 28. The average bride has 3.5 women in her wedding party, so we wanted to include a range of sizes so everyone can look and feel great.

Why do you think brides will be excited to shop the new bridal collection?
We make sure that each of our dresses has something special. For example, some dresses have a removable flower pin. You can wear the dress with or without it. Many of our dresses have pockets—even bridal gowns. We know that most brides don’t exactly carry a handbag during the ceremony. And she needs lipstick!

Most of all, we want to make it easy and enjoyable for brides to shop for their wedding day. The TEVOLIO page on includes a detailed fabric glossary with all the colors of our dresses, for example. The online experience will also include jewelry, shoes and foundation garments, so there’s everything a bride needs in one place!

Don’t miss out on the latest Target news and behind-the-scenes happenings! Subscribe to our newsletter and get the top stories from A Bullseye View delivered straight to your inbox!