Olivia Culpo has designed a wide-ranging collection that will be sold exclusively at Target.
Courtesy of Target
Picolette, which launches on July 26 in approximately 1,400 Target stores and Tarrget.ccom, is a labor of love for Olivia Culpo. The model and actress, who rose to prominence after winning the Miss Rhode Island, Miss USA and Miss World contests, 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.
The 60-item collection of baby apparel, accessories, mealtime essentials, keepsakes and gifts combines elevated design, thoughtful functionality and affordable prices. The collection features timeless silhouettes, soft, comfortable fabrics, patterns like toile and gingham, and well-considered details for 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. There will be additional limited-time drops throughout the year, reflecting special family moments and seasonal occasions.
“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.”
“The moment someone becomes a new parent, a lot changes – where they shop, what they buy and how they spend their time,” said Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target. “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.”
The size of the baby apparel market was $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.”
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, better environments in Baby Boutiques and personalized Baby Concierge services, the company said.
Picolette was developed with Culpo’s licensing partner Bloomin Baby, the baby division of G Mason Group, with the collection bringing Culpo’s vision for Picolette to life. The name comes from piccolo or piccola, which means small in Italian and the name of Culpo’s baby.
A selection of Picolette products.
Courtesy of Target
“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,” she said. “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.”
Target is intent on acquiring new parents because they make such 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 because of my experience as a mom and it being one of the most tender and fleeting moments of my life. The first year goes by so quickly. Having a small part in that experience for other parents and families is something I’m really grateful to be able to do through this line. I would be grateful if I could increase the size range.”
“The first year of motherhood has been beautiful and overwhelming, and something I’m really excited to be able to do again,” said Culpo, who is pregnant with her second child. “I spend so much time chasing a toddler. I grateful to be able to carry another baby. I’m really excited that I’m pregnant again and I’m excited that I’ll have two so close in age.”
Olivia Culpo with one of Picolette’s plus toys.
Courtesy of Target
“I always say that Target tells you what you need,” Culpo said. “It’s definitely a store that you walk into and are inspired to celebrate and create and dress and all the things I personally love. I’m really excited for people to be a part of that and for people to experience it in an actual store and get the touch and feel of it. I can’t imagine a better retail partner in terms of the price range we were able to offer, $4.50 to $18.99. I think every mom deserves to be creative in the way she wants. Especially with all our accessories. There’s a whole first birthday collection that I think will mean so much to so many people.”