Meet Prologue, Our Latest Owned Brand

September 5, 2018 - Article reads in

A sophisticated, understated look is coming to Target and we’re in love. Meet Prologue, the latest in our ever-growing repertoire of Target owned brands. In this case, less really is more. Think trend-forward pieces and timeless essentials from blouses and skirts to coats, trousers and more that you can mix and layer—or wear as stand-alone statements—to create an enviable, edited wardrobe without breaking your budget.

Go ahead, pinch yourself—you’re not dreaming! It’s fashion you’d see on the runway or straight from the streets of London, Copenhagen or Tokyo, made with luxurious, elevated materials (oh hi, matte satin, sleek crepe and textured twill) at an only-at-Target value (the collection ranges from just $12.99 to $49.99). And it’s designed to look and feel great, whatever your size. Prologue will come in sizes 0-16, with many pieces up to 26W available online. The best part? You won’t have to wait long: It debuts in select Target stores and Target.com starting Sept. 14.

To tide you over until launch day, we sat down with Julie Guggemos, senior vice president, Product Design & Development, for a peek behind the scenes—and a closer look at Prologue.

Target’s introduced more than a dozen new owned brands in the past year, including several women’s fashion brands. What does Prologue bring to the mix?
Our new brands serve up a rich variety of aesthetics—whoever you are, whatever your personal style, you can find something you’ll love at Target. For the ladies, we have A New Day for go-to modern classics, JoyLab for stylish activewear and Universal Thread for amazing denim. And our latest addition, Wild Fable, features trend-forward finds for younger guests.

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.

What goes in to designing a brand like Prologue from scratch?
We always start with our guests. Their desires drive every decision we make, so getting to know them is extremely important. Early on—and throughout the entire process—we talk to thousands of guests, understanding their day-to-day lives, values, shopping behaviors, style preferences and more. From there, our team travels the globe, searching for inspiration and the latest trends and then translating into our designs.

Because the styles are so simple with this collection, we knew we’d need to use amazing materials and subtle details for quality you can see and feel from the moment you pick up a piece. For example, this gorgeous camel skirt is constructed with a substantial cotton blend with a touch of stretch, so it drapes beautifully on many different body types. And we’ve taken care to use a generous wrap, so the skirt never gapes.

You’ll also find a ton of texture, from soft, papery blouses and luxe nylon sweaters dyed to just the right matte shade to structured trousers with zipper details and more. And because we know that our guests need these pieces to fit their lifestyles, we’ve made sure the entire collection is functional and versatile… think shirts crafted with clean, crisp (and wrinkle-resistant) menswear-inspired materials and weighty fabrics that mean you never have to worry whether an item is see-through.

You can look good all day long and transition from office to evening out with ease. And our work is never done—we’re always seeking fresh inspiration and serving up new designs with our guests’ needs front-and-center in our minds. A female model in a gray top, black jacket and tan skirt We have to ask—which pieces are your favorite?
Oh, there are so many stand-out pieces. I love the faux leather v-neck dress, the black and white tweed coat and heathered mock neck fine-gauge knit top. We all have that dress, that jacket that instantly makes us feel great—confident, effortlessly chic and ready to take on the day. As they browse Prologue, I want women to find those gems that not only compliment their wardrobes and their lifestyles, but truly make their day.