Black woman owned fashion line makes Target’s “Black Beyond Measure” campaign
Sisters Kim and Keyondra Lockett are taking over Target stores nationwide with their essential wear fashion line as part of Target’s “Black Beyond Measure” campaign. The campaign aims to highlight Black designers during Black History Month 2022.
“We wanted to show and display the beauty of Blackness because we didn’t see anything like our illustration tees and graphic tees that showed us and also had the size range,” one of the sisters, Kim Lockett, said in an interview with KSLA.
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“The idea behind the brand/statement Jolie Noire, is that black is beautiful. Jolie Noire stands for Pretty Black in French. We are primed to think dark colors (specifically black) are negative and light colors are positive,” stated the brand on their website. “In an effort to level the playing field, we’re working to shape the minds of onlookers and change the meaning, emotions, and values associated with black. Color is something that doesn’t come pre labeled, we label it.”
“At Target, we honor the sacrifice of Black leaders of the past while amplifying and celebrating the voices of the Black community of today. And by continuing to expand our partnerships with Black-owned businesses and Historically Black Colleges and Universities (HBCU), we’re illuminating Black joy and building the best tomorrow,” Taegt wrote about the launch of Black Beyond Measure.
Other Black-owned fashion lines involved in the campaign include J. Dow Fitness by Jacqueline Dow, Coloring Pins by Essence Hayes, Jam + Rico by Lisette Scott, and Cee Cee’s Closet by Chioma and Uchenna Ngwudo.
Jolie Noir is available at Target locations nationwide throughout the month of February.
