Target’s Auden Brand Just Got Even Better

Feeling confident and comfortable in your own skin is the ultimate joy. That's why we're thrilled to introduce the new and improved Auden, our intimates and sleepwear Target brand designed to help you feel good through all life's moments. Imagine waking up in soft, cozy sleepwear then slipping into comfy basics to move through your day and ending it by kicking back on the couch in chic loungewear that makes you look and feel amazing, all at an incredible, only at Target value. That's the Auden experience.

"After speaking with thousands of women, we saw an opportunity to provide a wider range of quality, on-trend intimates and sleepwear products at affordable price points for life's many moments," says Jill Sando, Target's executive vice president and chief merchandising officer of apparel and accessories, home and hardlines. "With the new Auden, we're delivering just that with more than 600 items all under $40 in one cohesive brand - making it even easier for consumers to shop."

More comfort, more style, more options

This refresh is all about giving you more. We're expanding our assortment to include over 100 new sleepwear items in addition to brand staples like bras and bralettes, underwear and bodysuits. And, we're introducing our Auden Luxury Collection - an expanded line of elevated intimates crafted with innovative fabrics like "Luxe Stretch," for smooth and soft everyday wear. The best part? All items are priced under $40. So, you can look and feel good without breaking the bank.

Designed for you

Consumers tell us they're looking for a wider range of versatile, stylish offerings to support their daily lives, and at affordable prices. With the new Auden, we're committed to delivering comfort and confidence to all women - there's something for everyone. Plus, most Auden products are Oeko-Tex certified; independently tested and certified against a list of over 350 harmful chemicals.

Explore the new Auden collection in stores and on Target.com starting July 7.

Find your new favorite

Browse new styles and classic favorites from the Auden brand in-stores and online. Available only at Target.