New Collections Highlight Target's Spring Apparel Reset

The retailer is featuring three colorful exclusive lines designed by women-founded businesses.
Greg Sleter
Associate Publisher/Executive Editor
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Target apparel
Target's three new apparel collections include Fe Noel, RHODE, and Agua Bendita.

Target is freshening its ready-to-wear assortment with the forthcoming debut of three women-founded brands that include more than 100 apparel, swim and accessories items.

The three collections – Agua Bendita, Fe Noel and RHODE – feature designs that are said by Target to offer a spring aesthetic at a great value and include items that can be worn at the beach, pool or for nights on the town. 

"Target has a long history of bringing to our guests the world's best designers at amazing prices and our partnership with Agua Bendita, Fe Noel and RHODE is another great example of that," said Jill Sando, Target’s executive vice president and chief merchandising officer, who was recently named to the Private Label Hall of Fame by the Private Label Manufacturers Association and Store Brands. "These are bold, distinctive, women-founded brands inspired by their own roots and cultures and I know our guests will absolutely love them." 

Founded by best friends Catalina Álvarez and Mariana Hinestroza 20 years ago with nothing more than some leftover fabric, Agua Bendita is known for its devotion to the creation of handmade and embroidered pieces by more than 500 Colombian artists.

"We want every single thing to have a bit of our Colombian culture. Our brand shows the exuberance of Colombia — the tropical weather, the variety, the magic — you can feel the energy and good vibes," said Álvarez.

Agua Bendita for Target features an array of swimwear and ready-to-wear pieces including matching sets, dresses and accessories. These pieces capture a beach-to-street vibe with handmade prints that celebrate the nature and beauty of Colombia and its heritage.

At age 19, Fe Noel founder and CFDA finalist Felisha Noel opened a boutique for vintage lovers and trendsetters in Brooklyn, New York. This boutique served as a catalyst for her brand, which is heavily influenced by her Caribbean heritage and desire to help women embrace their femininity.

"We're living our Caribbean roots loud and proud, inspired by the natural resources around us. Fe Noel is about effortless luxury and seeing life in all its beauty," said Noel.

Fe Noel for Target features swimwear, pants and coverups that combine easy-yet-glamorous silhouettes with bold prints and pops of color grounded in her Grenadian roots.

Born out of a desire for comfortable and timeless pieces, RHODE was founded by best friends Purna Khatau and Phoebe Vickers in 2014. Inspired by the varied cultures and aesthetics they have experienced throughout the world, RHODE is a representation of forever being on a journey.

"The beauty and vibrancy of India is a constant source of inspiration. We also think a lot about ease and comfort — flattering silhouettes that can be dressed up or down and pieces that make you feel more confident," said Khatau.

RHODE for Target includes dresses, swimwear, towels and bags in a range of vibrant designs and globally inspired prints that exude carefree confidence.

The Spring Designer Collection features versatile designs that reflect Target's commitment to inclusivity, ranging in size from XXS-4X and offers guests incredible value, with items ranging in price from $15-$48, with most items $35 and under. The collection will be available on and in select Target stores beginning Saturday, April 15, while supplies last.