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Josie Natori for Target Lingerie Review









With somewhat less fanfare than last month's Missoni line, Target's latest designer collaboration, the Josie Natori for Target collection, was released over the weekend. After five years of affordably priced fashion collections (Proenza Schouler, McQ by Alexander McQueen, and Rodarte, just to name a few), I'm really excited to see Target venture into the realm of affordably priced intimates. I sincerely hope the Josie Natori for Target partnership is the first of many more designer lingerie alliances to come, but with all that said, I haven't bought a single piece from the Josie Natori for Target collection.








Believe me, I wanted to. And I tried on every item available at my local Target store because I was really excited about this collection. But I was left feeling underwhelmed. Now, there was nothing wrong with the pieces I tried on. They looked fine. They fit fine. And the material felt about as nice I could expect a $20 bra or $35 pajama set to feel, but when I was looking at myself in the mirror, I just didn't feel excited about this collection. And even a $35 robe isn't a deal if I'm not sure I'll wear it.








In my opinion, something was lost in translation here. The essence of Natori, the intangible feel of the brand, just didn't carry over into the Target range. All the pieces looked and felt like something I might have seen at Target anyway... even without the Josie Natori name. My final opinion? Great concept, but an unsatisfying execution. Still, I'm looking forward to Josie Natori's Valentine's Day-themed second collection for Target. I haven't seen any photos yet, but I'm optimistic about taking home a piece... or three.

Have you seen the Josie Natori for Target collection? What do you think of it? I'm really interested in getting your feedback in the comments.

Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. Author of In Intimate Detail: How to Choose, Wear, and Love Lingerie. I believe lingerie is fashion too, and that everyone who wants it deserves gorgeous lingerie.

14 Comments on this post

  1. spoyltone says:

    The red chemise reminds me of a similar one by Free People that has a much cooler print and a more flattering cut. If I wanted this kind of lingerie at this price point I would just buy… Free People intimates.

    I think with the dragon print and bright colors they are trying the "youth up" the more mature, high-end Josie Natori designs to match their perception (or market research?) on typical Target shoppers.

    I'm also not a fan. However, I want it to succeed so that Target might explore more lingerie diffusion lines. (remember when Victoria's Secret carried diffusion lines from Spoylt, Chantal Thomass, and others?)

  2. Treacle says:

    @Jen–I think they're unremarkable. And if you're talking about designer pieces, even budget-priced designer pieces, unremarkable is the last thing they should be.

  3. Treacle says:

    @Darlene–I own a lot of different things…basic and fancy, high-priced and budget…this brand just didn't impress me in either direction.

  4. Treacle says:

    @frankufotos–Exactly. They're not bad pieces of lingerie, but they don't scream Natori to me either. Or even designer.

  5. Jen Mathews says:

    Those bras are so cute! You think they're boring?

  6. Darlene C. says:

    I LOVE the dragon set. Do you already own something that this pales against?

  7. frankufotos Lingerie says:

    How can something that colorful be blah?

    And yet it is.

    My girlfriend's brief review:


  8. Treacle says:

    @Anonymous–I remember thinking the same when I saw the style. And I'm okay with a cheaper remake…I just didn't feel like it conveyed the brand very ell.

  9. Anonymous says:

    I believe I have seen that red bra at the dept. stores. Must be a cheaper re-make!

  10. Treacle says:

    @Ligeia–Exactly. Not ugly, but not something to rush out and buy either. I'd like to see a lingerie collection that inspires the same kind of excitement the fashion collections do…and this isn't it.

  11. Ligeia says:

    Im not going to lie, those bras fit you quite well but after seeing part of your amazing lingerie collection these look bleh. They're not ugly but the would not mak me crush into a store to buy them :S

    Another good chance to envy your perfect tummy hihihi


    ps: ive decided im returning to blogger these days, lets see if this time i stay or longer ;)

  12. Treacle says:

    @Marianne–Thanks for the one-word summary. ;)

    But you're right…it was a boring collection.

  13. Marianne Faulkner says:

    I'm not familiar with Josie Natori, but based on your snapshots I have to agree. My opinion?


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