Everything From Target's New Fashion-y Brand Is Under-$50

As if it weren’t hard enough to get in and out of Target with just the EOS shaving cream and lip gloss that you came for, now the shopping mecca wants to make an even more emotional connection with its shoppers — on Monday, Target officially launched two of the four new brands guaranteed to make your heart skip a beat and fork over your cash (sorry!).
This is part of Target’s strategy to get you to spend more time in their stores. In addition to playing upbeat music (to get your heart racing and encourage you to spend), the retailer wants to offer a boutique experience at a lower price point that’s focused on lines that are actually cute. A New Day, a women’s brand that is meant to be mixed and matched, and Goodfellow & Co., a menswear brand that provides modern takes on clothing and accessories, are currently. Project 62, a chic home offering, and JoyLab, an activewear line that’s “fitness-meets-fashion-and-function,” hit shelves in October. Seems like Target is getting fashion-y AF.
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According to the Wall Street Journal, Target took a look at the brands that were performing the best and began to phase out the ones that weren't (like Merona and Mossimo) to create niche labels that speak to customers’ need to feel special. “People are looking for something that is more curated and meaningful to their specific lifestyle,” said Mark Tritton, Target’s chief merchandising officer.
These four collections are the first of over a dozen new brand launches coming to Target over the next two years, and we can now finally shop the one we've been waiting for. Click through to see the womenswear lookbook and score a few pieces from the collection for yourself.
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A New Day Women's Plaid Boyfriend Blazer, $34.99, available at Target; A New Day Women's Any Day Scoop T-shirt, $8, available at Target; A New Day Women's Straight Leg Plaid Slim Fit Pants, $27.99, available at Target.
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A New Day Women's Plaid Boyfriend Blazer, $34.99, available at Target; A New Day Women's Shine Ruffle Button Down Shirt, $17.99, available at Target; A New Day Women's Jeans Core High Rise Skinny Jean, $27.99, available at Target; A New Day Women's Birdie Pointed Low Block Heel Pumps, $27.99, available at Target.
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A New Day Women's Floral Embroidered Shirt, $17.99, available at Target.
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A New Day Striped Shirtdress, $27.99, available at Target.
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A New Day Women's Poplin Shirt, $24.99, available at Target.
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A New Day Women's Crepe Blouse, $19.99, available at Target; A New Day Women's Straight Leg Track Pants, $24.99, available at Target.
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A New Day Women's Floral Applique Any Day Shirt, $19.99, available at Target; A New Day Women's Grid Plaid High Rise Jogger, $27.99, available at Target.
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A New Day Women's Plus Size Embroidery Military Jacket, $34.99, available at Target; A New Day Women's Striped Long Sleeve Crew T-Shirt, $10, available at Target; A New Day Women's Plus Size Boyfriend Jeans, $34.99, available at Target; A New Day Women's Sweetheart Topline Heel Pumps, $29.99, available at Target.
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A New Day Women's Plus Size Embroidery Military Jacket, $34.99, available at Target; A New Day Women's Plus Size Perfect T-shirt, $8, available at Target; A New Day Women's Plus Size Wide Leg Track Pants, $27.99, available at Target.
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A New Day Women's Cropped Tweed Jacket, $34.99, available at Target; A New Day Women's Heathered Fitted Long Sleeve Crew T-shirt, $10, available at Target; A New Day Women's Boyfriend Jean, $29.99, available at Target.
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A New Day Women's Cropped Tweed Jacket, $34.99, available at Target; A New Day Women's Striped Fitted Long Sleeve Crew T-shirt, $10, available at Target; A New Day Women's Straight Leg Side-piped Trouser, $27.99, available at Target; A New Day Women's Sweetheart Topline Heel Pumps, $29.99 available at Target.
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A New Day Women's Tiered Sleeve Shirt, $24.99, available at Target.
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A New Day Women's Plus Size Bell Sleeve Poplin Shirt, $27.99, available at Target; A New Day Women's Plus Size Grid High Rise Jogger, $29.99, available at Target.
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A New Day Women's Striped Bell Sleeve Poplin Top, $24.99, available at Target.
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A New Day Women's Embroidered Denim Jacket, $29.99, available at Target; A New Day Women's Striped Fitted Long Sleeve Crew T-shirt, $10, available at Target; A New Day Women's Pleated Midi Skirt, $24.99, available at Target.
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A New Day Women's Foil Crepe T-shirt, $24.99, available at Target; A New Day Women's Curvy Jeggings Crop, $29.99, available at Target.
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A New Day Women's Velvet T-shirt, $24.99, available at Target; A New Day Women's Pleated Midi Skirt, $24.99 available at Target.
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A New Day Women's Floral Tiered Ruffle Blouse, $24.99, available at Target; A New Day Women's Zipper Ponte Pants, $24.99, available at Target.
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A New Day Women's Plaid Top Coat, $39.99, available at Target; A New Day Women's Satin Cami, $17.99, available at Target; A New Day Women's Straight Leg Tie Waist Crepe Pants, $27.99, available at Target.
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