Target has teamed with Washington, D.C.-based nonprofit Vital Voices to launch a collection of women’s apparel, accessories and stationery under private label A New Day designed to celebrate the power of women.
The A New Day + Vital Voices collection rolled out to select stores and target.com Sept. 29 and encompasses 25 SKUs such as T-shirts employing a "use your power to empower" message, dresses, skirts, jackets, sweatshirts, scarves, notebooks and pens. The line ranges in price from $4.99 to $44.99 and in size from XS to XXL, with sizes X-4X available online.
Each piece in the collection was inspired by the mission of Vital Voices — which aims to amplify the work of female leaders who are bringing about positive change around the world — and the stories and personal styles of the women the organization supports. Among the women that inspired the line:
- Ariela Suster, who established Sequence, a handcrafted jewelry and accessories company that employs at-risk youth to disrupt the cycle of violence in El Salvador.
- Chessy Prout, who became an activist and author after surviving a sexual assault in high school.
- Akanksha Hazari, who founded m.Paani, India’s first and only mobile-based loyalty platform, to help underserved Indian communities improve their lives using their mobile services.
Target is spotlighting the aforementioned women via display ads within a target.com page dedicated to the line and videos within a Sept. 28 “A Bullseye View” blog post. In stores, ceiling signs positioned above racks merchandising the line tout the collection. Sept. 29 Twitter and Facebook updates also support.
“Through the A New Day + Vital Voices partnership, we hope to showcase the incredible work of Vital Voices while empowering and celebrating our guests,” said Michelle Mesenburg, senior vice president, marketing, Target, in a separate Sept. 28 “A Bullseye View” blog post. “It gave us the opportunity to think about collaborations differently, and how we pair the great design of one of our popular owned brands with an organization that’s doing incredible work in communities near and far.”