Target today announced a partnership with Parke, the premium, viral brand that’s a favorite of Gen Z. The collection features a curated assortment of women’s ready-to-wear and accessories, 60 items in all, including Parke’s first foray into swimwear.
Founded in 2022 by content creator Chelsea Parke, the brand has quickly emerged as a social media label known for its denim, sweats, knitwear, and loungewear, with a loyal following of post-millennials.
Chelsea Parke said she didn’t have to compromise to keep prices low for Target. “Not at all. For me, this was about making Parke more accessible without changing what makes it special,” she said. “Our Parke line will always reflect the level of quality, fabric development, and detail that defines the brand.” Prices for the collection will be $40 or under.
“With Target, we approached it differently,” Parke continued. “It was about translating the Parke aesthetic in a way that could reach more people at a different price point, without losing the feeling behind it. We were really intentional every step of the way. I was so excited and impressed by Target’s ability to execute, and at no point did it feel like we were compromising, it felt like we were expanding.”
The brand will launch on Target.com and select Target stores on Saturday.
Gena Fox, senior vice president of apparel and accessories at Target, said she’s interested in partnering with culturally relevant, social-first brands that resonate with today’s consumers and bring something new and exclusive to the assortment.
“Parke is a natural extension of that approach,” she said. “It has a strong point of view, a highly engaged community, and a distinct aesthetic that complements what we already offer while introducing something new.”
Nearly a year in the making, the partnership reflects an end-to-end collaboration from concept and design to storytelling and marketing. It’s focused on capturing Parke’s signature visual elements while thoughtfully expanding into new categories, ensuring every product feels authentic to the brand and delivers the quality, value, and style Target customers want.
Target’s designer partnerships have long been among the retailer’s most anticipated events. The fashion brands Target chooses span the design realm from tailored to Bohemian and back. In March of 2024, the retailer introduced a collection by Diane Von Furstenberg, while in March of this year, Target x Roller Rabbit drove into stores with bright patterns on apparel, accessories and home decor.
“We saw a real opportunity to connect with a younger, digitally native guest,” Fox said. “Parke’s following reflects how this next generation engages with fashion – through community, self-expression and social platforms. This collaboration allows us to meet them in a way that feels authentic while continuing to strengthen our position as a style destination.”
As a digitally native brand, Parke naturally resonates with a younger audience, but Target wanted to extend the appeal to consumers who may not at first have considered the brand.
“We approached this collaboration with a multi-generational mindset,” Fox said. “Every piece was designed to have broad appeal, offering on-trend, elevated essentials that both new and existing Target customers would be excited about.”
The collection leans into the brand’s recognizable logo, color palette and silhouettes, while introducing a new category for Parke with swim, arriving in time for the warmer months.
The idea for swimwear started organically with requests from Parke’s fan base. “Swim has been one of the most requested categories, so it felt like a natural next step,” Parke said. “At the same time, Target has such a strong swim assortment. Getting to enter that category alongside Target for the first time felt like the right way to do it. It allowed us to do something new while still reaching both our existing community and a much broader audience.”
Deborah Weinswig, CEO and founder of Coresight Research, said Target should return to its design roots, which the retailer has been working on.
“They have an opportunity to engage this customer,” Weinswig said of Gen Z. “Collaborations are in their DNA and they kind of got away from all that. It’s all in the success of the collaboration and the number of partnerships they have. They’re great when it comes to marketing and limited time offers.
“Gen Z is a stores-first customer, but Target has been somewhat disappointing. You think it’s going to be Tar-jay and it’s not,” Weinswig said, referring to the nickname for the retailer’s chic, stylish reputation. “You have to get the customers in there and people will look past your store experience if you have the right product.”
