Target Australia has revealed a dramatic womenswear transformation.
Speaking at a decadent spring collection launch in Sydney yesterday, Target head of womenswear Karen Brickell unveiled a new vision for the brand.
"It has been quite some time now since Target has spoken to you all about fashion," she told media guests.
"We want the opportunity today to showcase some of the things we've done and where we're going."
The first missive has already been fired, with the release of a daring new activewear collection and TVC.
Brickell confirmed the release "has gone absolutely nuts", with a pair of statement leggings shifting 3,600 units in just a few days.
The activewear full-lenght printed leggings retail at just $25 with an active peek-a-boo top crop top at $15.
The next stage of the revitalisation will be a teaser TVC of its ready-to-wear range.
It features feminine wrapped and flounced dresses, layered ruffles and frills, wide leg pants and soft fluted sleeves.
There is also a strong 100% linen separates component, retailing at just $39 for tunics, shirts and pants.
Target's statement halter maxi dress also retails at $39, with sizing increased to 20.
"Target is a very, very loved brand in Australia," Brickell said. "Its had its ups and its slightly lower periods. The journey is very much to bring Target back and to bring it back to every women's wardrobes.
"The mantra we use with the design teams is elevation, elevation, elevation."