Target has left few aesthetic stones unturned since announcing that it would revamp its apparel assortment with all-new in-house brands: You have your athleisure covered by JoyLab, your denim covered by Universal Thread, your hero pieces covered by A New Day…and now there’s Wild Fable, a trend-focused collection first announced back in May that’s aimed at young shoppers. And after a summer of anticipation (and vague descriptors), we finally have our first look at what Target’s latest design venture looks like—and it’s nothing like what you’ve seen so far.
Available in stores and online on Friday, August 3, Wild Fable debuts with plenty of late-summer staples, infused with nineties touches: ribbed camis, plush corduroy minidresses, reconstructed denim shirts, and Clueless-esque plaid skirts…. According to Mark Tritton, Target’s executive vice president and chief merchandising officer, the label is “really amping up [Target’s style] credentials and connecting more definitively to [the shopper’s] wants and likes… It’s got a different attitude than what we’ve done before.” Tritton explains how the retailer spoke with 1,000 customers to nail the exact vibe that shoppers wanted next, and these conversations were key to determining which pieces would make Wild Fable’s roster. “I think the guest decides now. I think they’re in charge more than ever,” he tells Glamour.
“While we had some great brands and some great offers, we felt there was a better way to be more authentic and connect with [millennials and Gen-Z], and use a better voice to bring a fresh approach in how we speak to her and him and them,” Tritton says of Wild Fable’s target audience. “We see them as a wide emerging space, as a guest that says, ‘There’s a lifetime value in this.’ They come to us as kids, and they love Target—they’re coming to us for key areas like beauty, and we want to build that momentum with them and that connection point and understand them more.”
Wild Fable’s look feels almost like a punk-chic departure from Target’s existing wares, but it shares the accessible price point of all other in-house lines: Items start at $3.99 and max out at $39.99. It’s also size-inclusive, with all pieces available in sizes 0 through 26W. “The size inclusive term for us is almost benign now—both in the men’s line and the women’s line, there’s that sense of democracy: Come, shop, you decide,” Tritton explains. “We’re not going to come and tell you where you should and where you shouldn’t go—I think those days are rightfully gone.”
Ahead of Wild Fable’s formal launch, take a sneak peak at seven key looks from the collection. Trust: You’ll want have your shopping list ready when it finally goes live.