Olivia Culpo launches Picolette baby collection at Target on July 26

Picolette, launching on July 26 in approximately 1,400 Target stores and on Target.com, is a labor of love for Olivia Culpo. The model and actress—who rose to prominence after winning Miss Rhode Island, Miss USA, and Miss World—is a new mother. She said she searched for products for her daughter, Colette, but found that nothing made the grade, so she created her own brand.

Product Line Overview

The 60-item collection includes baby apparel, accessories, mealtime essentials, keepsakes, and gifts, combining elevated design, thoughtful functionality, and affordable prices. Key features include:

• Timeless silhouettes
• Soft, comfortable fabrics
• Patterns such as toile and gingham
• Well-considered details for both boys and girls

Highlights include a floral heirloom-quality bubble romper, a football print boys' overall set and sweater, plus coordinating, giftable loveys, plush animals, books, and more. Additional limited-time drops will be released throughout the year, reflecting special family moments and seasonal occasions.

Founder's Perspective

"As a first time mom, there are so many things that feel scary because of the newness of it all," said Culpo. "When creating this line I found there were gaps in the market. For example, this brand merges functionality and design in a way I haven't seen before. Also, with Target being a place where everyone shops, the accessibility is another factor I wanted to be able to tap into."

Target's Commitment to New Parents

Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target, emphasized the retailer's focus on families:

"The moment someone becomes a new parent, a lot changes – where they shop, what they buy and how they spend their time. Research shows us that in this deeply personal and busy life stage, families look to consolidate the number of retailers shopped, placing a preference on retailers that can conveniently address their multi-category needs. We want to be that one-stop retailer that shows up for both the emotional and functional needs of new parents."

Market Context

The baby apparel market was valued at $208.32 billion in 2025 and is expected to rise to $271.84 billion in 2030, at a compound annual growth rate (CAGR) of 5.5%, according to the Business Research Company.

"The baby category as a whole is an incredibly important category," said Nusz. "Target is known for incredible style and design at compelling price points, and we see Olivia's collection as an opportunity to bring in even more stylish baby items, from apparel to gifts and more, to our assortment."

Broader Investments

In addition to Picolette, Target is making significant investments to serve new and expecting parents with:

• Nearly 2,000 new baby items
• More premium brands
• Improved environments in Baby Boutiques
• Personalized Baby Concierge services

Brand Development

Picolette was developed with Culpo's licensing partner Bloomin Baby, the baby division of G Mason Group, bringing Culpo's vision to life. The name derives from piccolo or piccola, meaning "small" in Italian, and also references the name of Culpo's baby.

"When designing Picolette, I knew I wanted to celebrate the little moments you'll never forget with your children," said Culpo. "My first year of motherhood completely changed the way I looked at baby products. Every little outfit becomes part of a memory: coming home from the hospital, first photos, birthdays. I wanted to create pieces that felt beautiful and timeless, but also practical enough to be lived in every day. My hope is that years from now, families will pull these tiny outfits back out of a keepsake box and instantly be transported back to that season of life."

Strategic Importance

Target is intent on acquiring new parents because they become loyal customers.

"When we earn the trust of a new parent, we build a relationship that can last for decades," said Nusz. "Winning parents early in their journey is not just about baby products; it's about becoming the go-to destination for the entire family across every life stage. Parents spend more time researching baby products than any other category, so it's important that we curate an assortment that makes it easier for them to make decisions and get the items they want and need."

Culpo, who has designed collections and collaborations before, said, "This felt different."