After major news that Target will be dropping some of its most-loved brands, things are finally looking up for our favorite store: Target's new athleisure line is coming, and dare we say it — the new collection is even better than the brands they've nixed.
It seems as if Target's going for a makeover, leaving older brands behind and planting new initiatives moving forward. Last year, the retailer added some amazing natural beauty products to their roster and even collaborated with every spin-lover's dream class: SoulCycle. When it comes to the beauty and wellness game, Target is crushing it.
Now, they're giving us even more to love with an athleisure line called JoyLab, which will be launching on October, according to Well + Good.
“Those looking for a little edgier, street-fashion vibe will love JoyLab,” Mark Tritton, Target’s executive vice president and chief merchandising officer said in a statement. “It’s fitness-meets-fashion-and-function."
We're all about this mission — is it just us or do workouts go faster and better when we're feeling ourselves in a cute workout outfit? Since Target's C9 Champion Activewear did so well, the brand will remain, but JoyLab will be Target's newest fashion fitness venture.
It looks like we can expect bold color-blocking, fun prints, and a whole lot of comfort. And judging by Target's pricing for C9 Champion Activewear, it's hopefully going to be super affordable, too.
Along with JoyLab, Target is also releasing three other only-at-Target brands, according to Target's statement. A New Day, Goodfellow & Co., and Project 62 are the others.
A New Day, according to the statement, is "a versatile, mix-and-match women’s brand — coming in September — [that] will take you from weekend to work to dinner date, effortlessly — and have you feeling confident in your skin and in your wardrobe."
Goodfellow & Co. focuses on menswear, while Project 62 is coming in hot with some chic options for your home.
You won't be able to stop instagramming your home with these pieces.
And while the sting of some of our favorite brands being dropped still remains, there is at least hope for the future. Target has never failed to impress, and by the looks of these new collections, the brand will continue to have its fair share of loyal shoppers.