Blogged by @thefineauthor
Two sisters from Shreveport, Louisiana, have landed a partnership with Target, placing their clothing brand in stores across the country.
Sisters Kim and Keyondra Lockett began their fashion endeavors when Keyondra was a member of the Gospel girl group Zie’l. Kim, who has long had a love for fashion, became the stylist for the group. Zie’l gained a reputation for their beautiful garments as well as their vocal capabilities under her tutelage. From there, Kim’s stylist work began to be recognized on various national platforms and television networks such as BET, BMI Trailblazers Honors show, HypeHair.com, and Essence Fest.
Eventually, the two sisters would follow their education dreams. Kim earned a Master’s Degree in Community Counseling from Argosy University, and Keyondra studied advertising at The Art Institute of Atlanta.
After their studies, the ladies collaborated to launch their fashion line, Jolie Noire. They strategically chose the name, which is French for Pretty Black, to represent beauty in the color and Black people.
“We are primed to think dark colors (specifically black) are negative, and light colors are positive. 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,” the Jolie Noire website states.
After years of building their strong online presence and being featured on popular media outlets such as Stylish Curves, The Expect Effect Podcast, and Bllaklabel, the sisters attracted the eye of Target. The company handpicked Jolie Noire to be highlighted in their stores for their Black Beyond Measure campaign. The initiative launched exclusively for Black History Month and seeks to spotlight brands that represent and celebrate Black culture.
During a recent interview, the sisters revealed that they initially thought the correspondence from Target was a scam.
“We really didn’t think it was Target hitting us up,” Keyondra said before adding, “I’m not pretty sure if this is them or not.” However, after some digging around from their business coach, the ladies soon learned that the company was really trying hard to reach out to them.
In addition to Jolie Noire, Target also welcomed athleisure wear company, J. Dow Fitness, custom jewelry line Jam + Rico, accessory line Coloring Pins, and many others. Leading up to the Black Beyond Measure rollout, Target launches the 2021 HBCU Design Challenge. The participants were able to submit t-shirts and hoodie designs to be featured exclusively at the retailer. Trey from Hampton University, Kah’Milah from Florida A&M University, and Sharone from Bowie State University were the winners.
Support Jolie Noire and the many other Black-owned brands showcased at Target this February today by visiting your local Target store or Target.com.