Finding the Perfect Bra—and More—Is Now Easier and More Affordable at Target

February 25, 2019 - Article reads in
Three women model new Auden bras

Our guests told us loud and clear that when it comes to bras, panties and sleepwear, they want to feel comfortable and confident. Say no more!

We’re introducing three new brands—Auden, Stars Above and Colsie. Size inclusive and only at Target, the trio has been brought to life by our team of in-house design experts, with 100% inspiration provided by our guests. (Our team talked to hundreds of real women of all ages, shapes and sizes, and even hosted fit tests to get the assortment just right.)

What you’re shopping for is just as important as how you shop, so we’ve completely revamped our in-store environment and digital shopping experiences to help guests feel extra welcomed and equally inspired. In our store, styles and sizes will be displayed on walls, in drawers and on tables—all designed to make browsing and finding the perfect items super easy.

Online, you can easily identify your actual bra size using a tool to find your fit—up to 80 percent of all women are wearing the wrong size bra and that’s a problem Target is out to help solve. And woven throughout stores and digital, guests will find images of models that look just like them, celebrating body positivity and inclusivity.

“Within intimates and sleepwear, we know our guests want to look and feel their very best, and we see potential for Target to offer both current and new guests so much more,” said Jill Sando, senior vice president, general merchandise manager, apparel and accessories and home. “From new brands and experiences, to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests—one that’s inviting and inspiring and allows all women to feel comfortable and confident.”

How exactly did our in-house design team put Target’s guest first when creating these three new brands? Go behind the scenes with the team:

Introducing Auden, Stars Above and Colsie Play But wait, there’s more! As a leader in body positivity, we’re always looking for ways to make our brands more inclusive and celebratory of all body types. Just like we’ve done with our swim campaigns, we’re showcasing unretouched women, of all body shapes, ages and backgrounds, throughout our marketing campaign, “No Body Like You.”

Want a few more details? Read on for more on Auden, Stars Above and Colsie.

A collection of bras and underwear that look great and feel even better.

With nearly 200 bras in more than 40 styles and more than 200 underwear options in 50 styles, Auden offers an incredible size range (we’re talking 32AA to 46G for bras and XS to 4X for underwear), all for under $22. The best part? Hundreds of women put our new bras to the test to help make sure the final assortment fits like it should.

Stars Above
Get ready to rest up with Stars Above, a line of super comfy lounge and sleepwear for women of every age.

Sleepwear and loungewear designed to help give you the best night’s sleep? Sign us up. Stars Above is a functional and versatile collection that offers more than 125 styles for women of every age, and a size range of XS to 4X. Created in soft tones and muted colors, not to mention impossibly soft and comfortable fabrics, the brand is meant to ease you into the transition from day to night, from work to rest.

Designed with teens and young adults in mind, Colsie offers intimates, lounge and sleepwear styles that take you from a relaxing night in to running errands.

With on-trend and versatile designs, Colsie includes nearly 30 lounge and sleepwear styles and 20 intimates styles. Offered in XS to 3X—all at affordable prices—it’ll have you feeling confident in your skin ‘round the clock.

Target’s new intimates and sleepwear assortment will be available in all Target stores and on beginning this March. Prices for Auden, Stars Above and Colsie range from $4.99 to $29.99.

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