Target's A New Day

Target had planned to introduce twelve new, original apparel brands over two years. It was in a bid to create real, covetable brands. The retail giant asked COLLINS to build one of the first brands to launch—a women’s ready-to-wear range that delivers on-trend, but versatile pieces to punch up her everyday style.

Where previous private labels were built from the merch table up, this new line was built brand-first: with a clear name, narrative, identity, and emotional positioning. We named the line “A New Day” — personifying the idea of freshness, lightness, and ease — qualities defining its aesthetics, silhouettes and materials. Visually, the brand combined softness with strength: approachable typography, warm color palettes, and a system that celebrated personal style over prescriptive fashion.

An instant best seller, A New Day reached $1B in its first year on shelf—becoming the fastest Target “owned brand” to reach that milestone. Refinery 29, Glamour and InStyle magazines affirmed its ascendance with Refinery 29 saying, it will “make your heart skip a beat.” Most importantly, it validated Target’s private label pivot from generic basics to emotionally resonant, editorial-quality fashion brands. A New Day became the blueprint for the 11 brands that followed, reshaping Target’s approach to private label development.