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Target Launches a New In-House Women’s Fashion Line


When Target announced it would be discontinuing its Merona label and parts of its Mossimo line, shoppers went into full-on panic mode. (Where would we get our gently-priced T-shirts, basics, and one-off trendy pieces from now?) It wasn’t all bad news, though: The company was ushering out the two labels to make room for a series of new in-house brands, including a women’s ready-to-wear range and an athleisure capsule. Now, as Target is gearing up for these fall launches, we finally got a peek at what its new fashion-forward apparel line, A New Day, looks like—and we have a feeling Merona and Mossimo stans will not be disappointed.

Launching on August 27, A New Day or A.N.D. will fill the void for on-trend, affordable pieces left by the phased-out women’s lines. A.N.D., the company’s own in-house fashion line will feature apparel for women, shoes, and accessories—all of which will be priced under $50. (The most expensive items—a selection of handbags—cap out at $49.99.) What’s more, the range will be size inclusive, offering clothing from XS to 4X. Along with Goodfellow & Co. and Project 62 (a menswear line and home brand, respectively, that will also be new to Target this fall).

The collection reads a good deal trendier than Mossimo or Merona, but nothing seems too tricky to pull off for the non-street-style-stars among us. “The brand includes a mix of fashion-forward pieces and updated basics for a great value, truly embodying the modern Tar-zhay,” says Mark Tritton, executive vice president and chief merchandising officer for Target.  “Each offers incredible design, great quality, and truly unbeatable value. That’s something you can find only at Target.”

The goods debut in-store and online starting August 27, with a wider selection rolling out in the following few weeks. In the meantime, preview a few of the looks below.

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