Why is it so hard to get dressed for work? It’s no wonder Steve Jobs only wore that one style of black turtleneck, because worrying about clothes every morning feels like a total waste of time. And yet, every morning I — and no doubt countless other working women — face this same dilemma.

Perhaps it’s the clothes that are the problem; shopping for a professional wardrobe is surprisingly challenging. It’s almost like designers don’t actually care about things like whether a top is see-through, or the fact that we spend more time at work than anywhere else. It’s also hard to find stylish pieces that don’t tip too far into trend territory, stuff that you can wear now and not be embarrassed to pull out next year. And finding that sweet spot also typically means spending a decent amount of money.

Target’s trying to fill that void with its new line, Prologue. The collection, which launches today online and at Target stores nationwide, is clean, minimal, and certainly work-appropriate. It’s like Theory meets Cos, but everything is under $50.

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Prologue goes up to size 4X on select tops and coats, and up to 26 on some dresses and bottoms. (There are 74 pieces in the collection, 20 of which are being offered in plus sizes.) Prologue joins a slew of new Target house brands, including Goodfellow & Co (men’s), JoyLab (activewear launching in October), and Project 62 (modern home decor), all designed to get shoppers more excited about turning to Target for basically every single need.

Julie Guggemos, the company’s senior vice president of product design and development, explains that it was important to her, and to the team, that Prologue be accessible for all women, citing the price points and extended size range. Of the aesthetic, she says the focus was on “clean lines, beautiful fabrics — because the silhouettes are so simple — and really great details. A lot is under $20 or $30, which is fantastic.” She says the styles are not exactly trendy, but “early to the trend.”

Target has been praised in the press recently for its focus on inclusion, adding adaptive clothing for people with disabilities, and sensory-friendly apparel for both kids and adults. To make sure Prologue was hitting all the right notes, Guggemos said that the company solicited feedback from its dedicated customers, including through its Studio Connect app. “We wanted women to feel confident in the pieces,” she says.

Scroll down to see highlights from the collection, and go here to shop it now.



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