Olivia Culpo Launches Picolette Baby Collection at Target
Actress and model Olivia Culpo has designed Picolette, a 60-piece baby collection launching July 26 at approximately 1,400 Target stores and Target.com. The line includes apparel, accessories, mealtime essentials, keepsakes, and gifts for boys and girls, featuring timeless silhouettes, soft fabrics, and patterns like toile and gingham. Culpo, a new mother, created the brand after finding gaps in the market for products that combine elevated design with thoughtful functionality at affordable prices. The collection was developed with licensing partner Bloomin Baby, the baby division of G Mason Group. Target is simultaneously investing heavily in the baby category, adding nearly 2,000 new baby items, premium brands, and personalized services to attract new parents. The baby apparel market was valued at $208.32 billion in 2025 and is projected to reach $271.84 billion by 2030. Culpo emphasized that the collection celebrates memorable moments of early parenthood, from hospital homecomings to first birthdays.
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