If you have ever stood in the Target clothing section and wondered whether “A New Day” and “Knox Rose” and “Wild Fable” are the same company or completely different labels, you are not alone. Target operates a portfolio of owned apparel brands, each with a distinct name, aesthetic, and customer in mind. None of these names appear on hangtags with a “by Target” credit, which makes them easy to confuse or miss entirely.

This guide names every major Target women’s clothing brand, explains exactly what each one is, and tells you what to expect from each in terms of style, sizing, and price. The goal is to answer the most common question shoppers have when they see these tags: what is this, and is it the brand I’m thinking of?

Quick-Reference: All 11 Brands at a Glance

The table below lists every major Target women’s apparel owned brand with its official name as it appears in-store and online, its style focus, size range, and typical price range.

“What Should I Shop?” – Brand by Style Need

Not sure which brand to browse? Use this table to match what you are looking for to the right Target brand.

Brand-by-Brand Profiles

Each section below covers one brand in detail: its official name, what it stands for, who it is designed for, what kinds of pieces you will find, sizing, and how it fits into the overall Target lineup.

Universal Thread

Target’s denim and casual lifestyle brand   

Universal Thread is Target’s answer to the question: where do I find good jeans? Launched in 2018, it is the dedicated denim brand within Target’s women’s apparel lineup, built around the idea that great-fitting jeans should be accessible and affordable.

Beyond denim, Universal Thread has grown into a full casual lifestyle brand. You will find flannel shirts, utility jackets, casual dresses, handbags, jewelry, belts, and shoes all under this label. The overall feel is relaxed Americana , think weekend errands, casual Fridays, and the kind of outfit that looks put-together without being formal.

The brand emphasizes fit across body types and offers denim in a wide range of rises, cuts, and inseam lengths, including short and long options. Size range is XS to 4X and 00 to 26W. Jeans are typically priced $25 to $40, and non-denim pieces run $15 to $50.

Universal Thread is worth knowing by name specifically because shoppers searching Target for “jeans” or “denim” will quickly discover that this is where Target routes those searches. It is the one brand in the Target lineup built primarily around bottoms and denim dressing.

Knox Rose

Target’s bohemian and romantic women’s brand   

Knox Rose has a clear and consistent identity: it is the bohemian brand of the Target women’s lineup. If you see a flowy floral midi dress, a velvet wrap top with billowy sleeves, a paisley blouse, or an embroidered cardigan hanging in the women’s section, it is almost certainly Knox Rose.

The brand leans into romantic and free-spirited aesthetics with a strong emphasis on prints, textures, and feminine silhouettes. Velvet, chiffon, and soft knits appear frequently. Color palettes tend toward rich jewel tones, warm earth tones, and vintage-inspired florals. The pieces feel influenced by 1970s bohemian fashion and the kind of relaxed-but-dressed-up style associated with festivals, weekend brunches, and casual evenings out.

Most Knox Rose pieces are priced under $45, making it easy to add statement pieces without a significant investment. The brand runs XS to XXL and 0 to 26W in most styles. One practical note: Knox Rose leans toward more flowy, relaxed fits, which means the sizing can feel generous compared to more structured brands.

Knox Rose is one of the more distinctive named brands at Target because its aesthetic is so specific. If you are shopping for something that “looks like it’s from a boutique” at a Target price, Knox Rose is typically the first place to look.

AVA & VIV

Target’s dedicated women’s plus-size fashion brand  

AVA & VIV holds a specific and important position in Target’s lineup: it is the brand explicitly and entirely dedicated to plus-size women’s fashion. Launched in 2015, it predates many of Target’s newer owned brands and was one of the earlier moves by a major mass retailer to create a standalone plus-size brand rather than simply extending standard sizes.

AVA & VIV offers sizes 1X through 4X (approximately equivalent to sizes 14W through 28W). The brand covers a similar range of clothing categories as A New Day, including tops, bottoms, dresses, and outerwear, but with proportions, shaping, and design details specifically created for fuller figures rather than scaled up from standard patterns.

The aesthetic is fashion-forward rather than conservative, reflecting the brand’s stated goal of offering women who love fashion the same kinds of stylish options available in standard sizing. Prints, interesting textures, and on-trend silhouettes appear regularly. Prices are generally in the $15 to $50 range.

It is worth noting that many other Target brands, including A New Day, Universal Thread, and Wild Fable, also offer extended sizes up to 4X. AVA & VIV is distinct because plus-size fit is its entire reason for existing, which means the garments are designed from the ground up for that size range rather than as an extension of a standard-size pattern.

JoyLab

Target’s fashion-forward women’s activewear brand   

JoyLab occupies an interesting niche in Target’s activewear offering: it is the brand where streetwear meets the gym. Launched in October 2017 alongside A New Day, JoyLab describes its design philosophy as being based on “emerging street style that inspires fitness motivation through fashion.”

In practice, this means JoyLab pieces are designed to look good both during and after a workout. You will find leggings in bold colors and prints, cropped sports bras with interesting cutouts, matching sets that work for spin class or coffee afterward, and the kind of athletic wear that doubles as casual daywear. The aesthetic is noticeably more fashion-forward than functional athletic brands.

JoyLab runs XS to 4X and covers women’s activewear exclusively. Prices typically range from $12 to $50. The brand’s identity overlaps somewhat with All in Motion (see next entry), which can cause confusion. The key distinction: JoyLab prioritizes style and fashion-fitness crossover, while All in Motion prioritizes performance and function.

All in Motion

Target’s flagship performance activewear brand for the whole family   

All in Motion launched in January 2020 and was positioned as a more serious performance activewear brand than JoyLab. Where JoyLab leads with style, All in Motion leads with function. The brand covers men’s, women’s, and kids’ activewear, sporting goods, and accessories under a single family-oriented athletic brand identity.

For women specifically, All in Motion offers sports bras with varying support levels, leggings with moisture-wicking and compression features, athletic tops, shorts, joggers, and outerwear designed for actual athletic use. The aesthetic is clean and modern rather than fashion-forward, prioritizing technical features and versatility.

All in Motion is the brand to shop when you want athletic gear that performs: a good running legging, a reliable high-impact sports bra, or workout clothes for a sport or fitness activity. Size range is XS to 4X for women’s pieces. Prices range from approximately $15 to $60, with most pieces in the $20 to $45 range.

One practical note for shoppers: All in Motion and JoyLab pieces are often merchandised near each other in Target stores, which can create confusion. The simplest way to distinguish them is that All in Motion is for working out, and JoyLab is for looking like you work out stylishly.

Colsie

Target’s women’s loungewear and intimates brand   

Colsie launched in March 2019 as Target’s brand for “intimates, lounge and sleepwear styles that are of-the-moment, adventurous and effortless.” It fills the same space that DTC brands like Skims or Free People Movement occupy in the casual-intimate market, but at a Target price point.

The brand’s aesthetic skews younger and trendier than its sister intimates brand Auden (see next entry). Where Auden focuses on bras, underwear, and traditional sleepwear, Colsie covers the territory between loungewear and streetwear: mesh bodysuits, ribbed bike shorts, satin camisoles that work as both sleep tops and going-out tops, matching lounge sets, and shimmery bralettes. The line is styled to be worn visibly, not just at home.

Colsie sizes range from XS to 3X. Prices are among the lowest in Target’s apparel portfolio, with most pieces under $25 and many under $15. The brand’s casual-yet-stylish positioning means it attracts shoppers who want loungewear that also functions as casual outerwear.

Auden

Target’s core intimates and sleep brand for all women   

Auden is Target’s primary brand for bras, underwear, bodysuits, and sleepwear. It launched in 2019 and was significantly refreshed in 2024 with an expanded collection. Target describes it as combining “comfort, style and affordability for all women.”

The brand covers the full spectrum of intimate apparel: everyday bras in a wide range of sizes (including extended bra sizing up to 44H), underwear in multiple cuts, sleep bras, bralettes, sleep shorts, pajama sets, and socks. The aesthetic is polished and accessible without being particularly trend-driven, since the priority for a basics brand is fit, comfort, and reliability.

Auden’s bra sizing is one of its distinguishing features. Target has invested in extending the size range beyond what budget intimates brands typically offer, making Auden the most accessible bra option in Target’s lineup for women who need larger cup sizes. Prices are typically $8 to $35, making it one of the most affordable options for quality everyday bras and underwear.

The distinction between Auden and Colsie is worth knowing clearly: Auden is for foundational intimates and functional sleepwear, while Colsie is for trend-driven loungewear and intimates that are meant to be seen.

Kona Sol

Target’s women’s swimwear brand   

Kona Sol is Target’s dedicated swimwear brand, launched in 2019 as part of the retailer’s push toward size-inclusive fashion. It covers the full range of women’s swim needs: one-pieces, bikinis, tankinis, swim tops, swim shorts, board shorts, cover-ups, and beach accessories.

The brand’s sizing runs XS to 3X, and it offers both mix-and-match separates (so you can buy a top and bottom in different sizes) and full swimsuits. Designs range from classic solids and stripes to bold prints, with options at varying levels of coverage and support. Kona Sol also offers swimwear with built-in support features, including underwire options and higher-neck styles.

Prices run approximately $18 to $55, with most pieces in the $22 to $45 range. The brand is exclusive to Target and is positioned as the answer to the question “where do I find affordable swimwear that actually fits well?” , particularly for shoppers who find swimwear sizing frustrating at standard brands.

Future Collective

Target’s rotating influencer collaboration apparel brand  

Future Collective is different from every other brand on this list. Rather than having a fixed aesthetic or a permanent design team, Future Collective is a framework: a brand structure through which Target partners with fashion influencers and content creators to produce limited-edition capsule collections. The brand launched in September 2022 and releases new collections multiple times per year, each co-designed by a different influencer or group of creators.

Because the collaborators change with every drop, the aesthetic of Future Collective changes too. One season’s collection might have a vintage-American look driven by a particular creator’s style; the next might be colorful and sculptural. What remains consistent is the price range ($22 to $45 with most pieces under $35), the size inclusivity (XXS to 4X and sizes 00 to 30), and the limited-edition, seasonal nature of the pieces.

Shoppers who are fashion-conscious and follow influencer culture tend to know Future Collective by name and actively watch for new drops. Shoppers who do not follow those circles may encounter Future Collective pieces on the rack without knowing what they are. The tag or label will always say “Future Collective” , and the fact that it changes each season means that pieces from past collections are not restocked once sold out.

If you see an item at Target that looks noticeably more distinctive or editorial than the surrounding racks, there is a reasonable chance it belongs to a Future Collective drop.

Brands You May Remember (Now Discontinued)

If you shopped at Target’s women’s clothing before 2017, you may remember brand names that no longer exist. Understanding these helps explain the current lineup:

The 2017 brand overhaul was one of Target’s most significant retail moves in recent memory. The old brand names , Merona in particular , were familiar and comfortable to shoppers, which is why the transition caused confusion for several years. By now, the new brand names have largely taken hold, but if someone describes a Target brand name you don’t recognize, checking this list will clarify whether it is old or new.

How to Identify a Brand In-Store

Because Target’s owned brands all look visually similar in terms of hanger and rack presentation, it can be hard to tell which brand you are holding. Here is a quick identification guide:

• Check the hangtag: every owned brand piece has a hangtag or woven label that clearly states the brand name. The most reliable way to identify a piece is to find this tag.
• Look at the rack signage: in most Target stores, clothing racks are grouped by brand with overhead or shelf signage showing the brand name.
• Use the Target app: scanning a barcode in the app will show the brand name in the product listing. Searching by brand name in the app or on Target.com filters results to that brand only.
• Use style as a clue: if it is flowy and printed, look first at Knox Rose. If it is very trendy and youth-oriented, try Wild Fable. If it is a bra or underwear, check for Auden or Colsie. If it is athletic, check All in Motion or JoyLab.

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