Target’s New Swimwear Assortment Is Available Now, Featuring New Owned Swim Brand Kona Sol

  • Jan 11, 2019
a woman wearing a swimsuit

The newest owned brand that’s making waves at Target? Kona Sol swimwear, a size-inclusive collection (available in XS to XXL, with select styles in 14W to 26W!) created for women who are focused on style, comfort and fit. It’s the latest and greatest in a line of new, only-at-Target brands we’ve been introducing since January 2017.

“We know the search for the perfect swimsuit can be daunting. Our goal is to make shopping for swimwear fun, easy and inspiring,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “We created Kona Sol to complement our already incredible assortment of on-trend swimwear, giving women a full range of size and style options, all at an incredible value.”

Now available in all Target stores and online at, Kona Sol features modern, classically cut bathing suits designed for women of every age. The collection features the latest design and fit innovations that deliver chic and sophisticated suits that inspire confidence, whether you’re rocking a mix-and-match bikini, tankini or one piece. And with additional swimwear from guest-favorite brands Xhilaration and Shade & Shore, there’s more than 1,500 styles to choose from and something perfect for every body.
A woman wears a green bikini

A woman wears a black and white striped one-piece swimsuit

Over the years, we’ve been on a mission to help make women feel their best in swimwear (remember #NOFOMO and no retouching?) and this year’s swim campaign is no different. As the No. 1 market share holder in women’s swim (since 2015!), we’re committed to advancing the conversation around body positivity and inclusivity by featuring a diverse group of women, including a variety of shapes and sizes. The goal of this year’s campaign? To show how empowering it is to find that perfect swimsuit. 

Want to see a sneak peek? Check out our behind-the-scenes video, below!

Kona Sol swim ranges in price from $17.99-$39.99, with individual pieces sold separately. Shop the collection in stores or online at!

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