- Olivia Culpo and Target launched Picolette, a 60-item exclusive baby collection, on July 20, 2026, Target's largest baby collaboration to date.
- Picolette debuts July 26 in roughly 1,400 Target stores and on Target.com, with additional limited-time drops planned throughout the next year.
- The line includes apparel, accessories, mealtime essentials, and keepsakes, with prices starting at $4.99 and most items $18 and under.
- Named after Culpo's daughter Colette, the collection was developed with licensing partner Bloomin' Baby, the children's division of G Mason Group.
Olivia Culpo is bringing her first year of motherhood to Target shelves. On July 20, 2026, Target announced Picolette, an exclusive 60-item baby collection designed by the model and entrepreneur, calling it the retailer’s largest Baby collaboration to date.
Named after Culpo’s daughter, Colette, the line spans apparel, accessories, mealtime essentials, keepsakes, and a first-birthday milestone collection featuring items like a crown with removable numerals and a diaper bag with a fold-out changing pad. Prices start at $4.99, with most pieces $18 and under.
The collection was developed with licensing partner Bloomin’ Baby, the children’s division of G Mason Group, and launches July 26 in about 1,400 stores and on Target.com, with more limited-time drops planned over the coming year.
“My first year of motherhood completely changed the way I looked at baby products,” Culpo said in the announcement, adding that she wanted pieces that felt “beautiful and timeless” enough to be pulled from a keepsake box years later.
Picolette marks Culpo’s first known partnership with Target, though she’s been active on the endorsement front. This spring, she fronted Samsonite’s “Chocolate Mauve” travel campaign, and she signed with Abercrombie & Fitch in late 2025.
For Target, Picolette continues a pattern of high-profile design tie-ins, following work with Diane von Furstenberg and Gen Alpha creator Embreigh Courtlyn‘s Tween Girls collection. The retailer says the launch is part of a broader Baby category push that includes nearly 2,000 new items, Baby Boutiques, and personalized Baby Concierge services.
Takeaways
This deal fits a pattern retailers keep leaning into: pairing a mainstream retailer’s price point with a celebrity’s personal story to make a mass-market line feel curated rather than generic.
Culpo built the pitch around her own new-mom experience rather than just licensing her name, which is likely why Target is calling it its biggest Baby collaboration yet.
For Culpo, it’s also a shift from swimwear, luggage, and clothing endorsements toward a category tied directly to her family life, which could open the door to a longer-running brand rather than a one-off drop.
Does Picolette’s performance push Target toward more parent-influencer-led collections, similar to its recent Tween moves? Does tying a collection to a founder’s real parenting story translate into better sell-through than a typical licensed line?
