A New Day – Where Everyday Style Meets Accessibility
Since our launch in 2017 as Target’s exclusive in-house women’s apparel brand, A New Day has been on a mission to bring trend-forward fashion to everyday shoppers without the premium price tag. We believe that looking polished, feeling confident, and staying on-budget aren’t mutually exclusive—they’re essentials every woman deserves.
Our Story
When Target set out to refresh its women’s apparel offerings, A New Day was born with a clear vision: create versatile, quality clothing that transitions seamlessly from work to weekend, all while keeping every piece under $50. What started with a curated collection of tops, dresses, and outerwear has grown into a complete head-to-toe style solution, now including footwear with memory foam technology, functional handbags, and thoughtful accessories.
Our Philosophy
We design for real life. That means soft, breathable cotton-modal blends that feel lived-in from day one. Midweight jersey cardigans that layer without bulk. Curved hems that stay tucked during your commute. Stretch fabrics that move with you from desk to dog walk to dinner. Every detail is intentional, every fit is tested, and every piece is priced to keep your closet fresh without breaking the bank.
What We Offer
- Dresses that blend comfort and style for any occasion
- Shoes featuring memory foam technology for all-day wear
- Pants & Skirts offering perfect fits from high-rise joggers to wide-leg trousers
- Tops & Layers in neutral shades that pair with pieces you already own
- Handbags & Accessories combining function with fashionable design
- Sizes ranging from XS to 4X, because style has no size limit
Our Commitment
We incorporate recycled polyester into many of our blends, taking small steps toward more sustainable fashion. We listen to our customers—22 verified reviewers consistently highlight our soft fabrics, layering versatility, and mix-and-match potential. And we stand behind a simple promise: contemporary women’s fashion that combines affordability with quality, empowering you to build a wardrobe that works for every moment of your day.