A collage of four images, including two men wearing Original Use and three women wearing Wild Fable

Our Latest Only-at-Target Brands Are Almost Here! Get a Sneak Peek at Wild Fable and Original Use

This spring we spilled a fantastic little secret—the Target team’s been working fast, furiously and fashionably (of course) with teens and young adults across the country to create three new only-at-Target brands—all designed with our next generation of guests in mind. Flash forward to June: We unveiled Heyday, our first Target-designed electronics brand, featuring 150+ super-chic (and affordable) electronics and tech accessories from earbuds and headphones to speakers, chargers and more. Now, it’s almost time for two more big debuts—apparel brands Wild Fable and Original Use, launching August 3, only at Target. And we’ve got your sneak peek!

“We’ve been on a journey to reimagine our portfolio of owned and exclusive brands for more than a year now, and we’ve built a ton of momentum with guests of all ages,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “We’re thrilled to add Wild Fable, Original Use and Heyday to our mix, giving our younger guests relevant, inspiring products they’ll only find at Target.”

Go ahead, check out a few of our favorite Wild Fable and Original Use looks, then get ready to shop Target and Target.com, starting August 3:

Wild Fable
This trendy line of young women’s apparel, accessories and shoes are meant to mix, match and make your own, all for less than $40 per piece. The entire collection’s designed to look and feel amazing from size 0 to 26W. Take a look:


Original Use
We’re empowering young men to experiment with and refine their personal style with this street-meets-vintage-modern brand, with prices ranging from $10 to $40. And no fussing with fit—everything’s available in Big & Tall sizes, too. Here’s your sneak peek:


Get even more inspiration, then stay tuned to A Bullseye View as we bring more new brands to life, only at Target.

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