In a world where affordable Instagram shopping makes items available minutes after they’re spotted on the runway, the fast fashion game is moving at lightspeed. But unlike other brands, you can get your glen plaid fix while buying Cheez-Its and toilet paper with Target’s latest endeavor. Prologue is the department store’s solution to filling what was missing from their stores: chic, minimalist designs.
“With Prologue, we’re looking to inspire—and win over—women who are drawn to a more modern, minimal style… which, by the way, is not the easiest look to create on a budget,” said senior vice president of product design & development Julie Guggemos in a press release. “It can require a ton of time and effort to curate, and many of the well-designed, contemporary collections are simply out-of-reach for many. That’s where Target comes in—it’s where we shine.”
It’s no surprise that Target is upping its sartorial game. It’s been over a year since its last luxury collaboration (with Victoria Beckham, of course), making room for key in-house brands to spearhead the fashion front. At the preview, we spotted key basics cut in modern silhouette, a pinstripe dress that looks plucked from Barney’s, and a patent trench you’d assume you couldn’t afford (it’s seriously that good).
But unlike Zara, Cos and other brands similar in aesthetic, every item in Prologue is priced under $50 and inclusive sizing is a given. The collection carries sizes 0-16 with select styles available up to 26W. Mark your calendar for a Target run on September 14 when the collection drops.