Target is getting a major face-lift and is parting ways with some of its stalwart clothing labels (bye-bye Mossimo and Merona). Instead, they're launching a new and edgy activewear line to meet the demands of their fashion-forward customers.
Dubbed JoyLab, the line is styled to feel like the niche and successful boutique activewear brands popping up across the country, and the looks are aimed to make you feel like you're wearing something special, or something that everyone else doesn't already have. "Those looking for a little edgier, street-fashion vibe will love JoyLab," Mark Tritton, Target's executive vice president, said in a statement. "It's fitness-meets-fashion-and-function." And we're all about that, because what good is a matching athleisure set if you can't actually get down and sweaty in it?
This launch is in line with other modern-mindset upgrades the brand has undergone. Two years ago, they revamped their deli to serve healthier treats and more fresh food for all their health-conscious shoppers. And more recently, they celebrated body diversity by launching an incredible inclusive swimwear line for women of all shapes and sizes. And don't worry, Target's fan-favorite, the affordable C9 Champion Activewear line, isn't going anywhere.
At publishing, the company hasn't released images of the entire JoyLab collection, but the press release reveals a sneak-peek of several trendy pieces, including a matching cropped tank and legging set, sleeveless gray hoodie, floral sports bra with a crisscross back, and cozy red sweatshirt. Prices haven't been announced either, but it's safe to say it's within Target's usual realm of affordable quality.
Now all you have to do is mark your calendar and wait for JoyLab to hit the shelves this October.