Entrepreneur and lifestyle expert Olivia Culpo is bringing her signature classic style — and experience as a new mom — to Target with Picolette, Target’s largest dedicated collaboration for Baby. Created to meet the needs of busy families while capturing the sweetness of early childhood, Picolette celebrates all the little moments you will never forget. The first drop of the collection launches July 26 in stores and online. Inspired by her daughter Colette’s first year (and named for her — Picolette combines picolla, the Italian word for “small,” and Colette), the 60-item collection blends thoughtful functionality with soft, nostalgic design details across apparel, accessories, keepsakes, gifts and more. An example of Target’s commitment to merchandising authority in Baby, Picolette reflects how Target brings elevated design, meaningful storytelling and real‑life solutions together in one affordable assortment.
We sat down with Olivia to learn more about Picolette, being a new mom, and why she loves shopping at Target.
What inspired Picolette? Have you done anything like this before?
Picolette was born from my first year of motherhood. I was in this very tender season of becoming a mom for the first time, while also pregnant again, and I kept thinking about how sacred those earliest days are. Every little outfit becomes part of a memory: coming home, the first photos, all the tiny moments you’ll never forget. Before you know it, those impossibly small pieces are carefully folded away into a keepsake box or storage bin, holding an entire season of your life you wish you could keep forever.
I’ve collaborated on brands in the past, but this one feels different because it’s the most personal. I have designed every piece with my intention. It comes from my real life, my home, my daughter and now my next baby. I wanted to make something beautiful, thoughtful, and accessible for other moms to experience too.
What makes Target and Picolette a good match?
Target felt like the dream partner because it reaches so many families. As a new mom, I know how often Target becomes part of your daily life with everyday needs like diapers, wipes, baby basics, the things you need at the last minute. I loved the idea that a mom could find something that feels boutique and sentimental, but across the country at Target.
What was your vision for Picolette?
My own style has always been feminine, classic, and a little romantic, but I also love things that feel timeless. For Picolette, I wanted everything to feel soft and nostalgic without feeling too precious or impractical. Sometimes the sweetest pieces feel too expensive or too delicate, and then the everyday pieces don’t always feel as thoughtful. I wanted Picolette to live in that middle place: pieces that feel special enough for memories, photos, gifting, and firsts, but easy enough for everyday life. I love the idea that these items could be pulled out of a bin 20 or 30 years from now and passed down.
There are little details I’m drawn to personally — sweet prints, gentle colors, tiny bows, beautiful textures — but the whole collection needed to be easy, functional, washable, giftable and comfortable for babies. That balance was really important to me.
What are some of the practical details within the collection?
Functionality was a huge consideration. We use silent closures, so your baby won’t wake up when you have to do a quick nighttime diaper change. We also use in-seam zippers that are so convenient for dressing.
The diaper bag has tons of compartments, a washable changing pad, space for two bottles, a separate section for wipes and a pacifier pouch, all based on what I found helpful.
What was it like collaborating with Target?
As a Target shopper, this has been such a surreal experience. I was able to visit Target HQ in Minneapolis, and seeing all of the behind the scenes of such a household name retailer was just so cool. Target has been such a great partner to Picolette and we are just excited for all of the Target shoppers to be able to see what we have been working so hard on!
What are your favorite items in the collection?
This is hard because every item feels personal, but I really love the pieces that feel like keepsakes — the ones you put your baby in and immediately want to take a picture. My personal favorite is the girl’s bubble romper with the scalloped bib. I also love the Oliver sweater in forest green, all the first birthday milestone pieces and the birthday crown with the interchangeable numbers.
What tips can you share with other new moms?
Give yourself so much grace. Motherhood is the most beautiful thing, but it can also be overwhelming, especially in the beginning when everything is new and emotional and your whole world changes overnight. Even five minutes to yourself can reframe your day. A shower, a walk, or letting someone help can make such a difference. The little wins mean a lot.
What’s next for Picolette?
The launch is July 26, shortly after my daughter’s first birthday. After that, we’ll continue highlighting big family moments with seasonal drops tied to holidays and special occasions.
My hope is that Picolette becomes more than a collection. I want it to feel like a little world for moms and babies that is soft, thoughtful, beautiful and rooted in the sweetest beginnings.
What’s in your Target cart?
I go to Target for everything. I start with essentials: toothpaste, toothbrushes, deodorant, paper towels, laundry detergent, cleaning supplies. Then I indulge: home goods, trays, cookware, candy — peanut M&Ms are my favorite. Holiday decor, dog outfits, crafts. I’m a serious Target shopper.
