This $40 Dress From Target’s New Brand Looks SO Expensive


It’s hard not to love Target. With its endless sections of adorable home goods, fun beauty buys, and shockingly good shoes, it’s a store full of opportunity to spend way too much money on things you really don’t need (but really, really want). Waiting to see what the brand comes up with next is a fun game, too — there’s always a new collaboration or line rolling out, and they truly never disappoint. So it comes as no surprise that the new work clothes at Target stand up to the test.

Over the past few years, Target has introduced lots of new brands — you've probably seen (or purchased) pieces from lines like JoyLab, its activewear brand, or its denim line Universal Thread. Now, it’s introducing a modern workwear brand called Prologue as a sophisticated, minimal line of pieces with high-style. As usual, it’s incredibly inexpensive — the collection runs from $12.99 up to $49.99. The best part? It doesn’t look inexpensive at all.

Heads up, though: you can't shop this collection just yet, but it's coming soon. The full line will be available to purchase on Target's site and a select few stores starting on Sept. 14. And until then, you can start perusing the pieces online and below so you can get a head start on your wishlist now.

Pieces from the collection include everything from a longline sherpa vest to a scuba hoodie, all made with clean lines and neutral hues so you can mix and match to your heart’s desire. The standout item for me, though, is the Faux Leather V-Neck Fit & Flare Midi Dress — a piece that looks shockingly expensive despite its $39.99 price tag.

Courtesy of Target

It also pairs beautifully with other pieces from the line like the Long Sleeve Button-Up Blouse, the Plaid Oversized Blazer, or if you’re going for simplicity, the basic (but still great) Crew Neck T-Shirt.

Considering leather dresses can be found from brands like Nanushka and Maje right now, it's obvious that Target has done its homework on the trends for this line.

The impetus behind this affordable line of clean, modern styles is exactly what you’d guess. “With Prologue, we’re looking to inspire—and win over—women who are drawn to a more modern, minimal style… which, by the way, is not the easiest look to create on a budget,” said Julie Guggemos, the senior vice president of Product Design & Development at Target in a press release. "It can require a ton of time and effort to curate, and many of the well-designed, contemporary collections are simply out-of-reach for many."

And with this new brand of well-designed clothes, Target hit the bullseye (sorry) on creating pieces that are easy to wear, go with everything in your closet, and are super affordable to boot.

For this collection, it wasn't just about the aesthetics, though. Each item has subtle details like added stretch, a generous overlap on the wrap skirt, and wrinkle-resistant materials to make them easy to wear every day. The collection is also available in a wide range of sizes, starting at a size zero with some pieces that run to a size 26W online.

Courtesy of Target