Target’s Next Collaboration Is With Joy Cho of Lifestyle Brand Oh Joy!

oh joy for target collection


As the editor of Audrey Magazine for a dozen years, I’ve had the privilege of witnessing the growth of a lot of creative Asian Americans in beauty, fashion and lifestyle. I mean, we were an indie lifestyle magazine focusing on Asian Americans, so we were usually one of the first to feature a certain person, when she was just starting out and no other media outlet would give her the time of day. We profiled designer Phillip Lim when he was still designing the L.A.-based line Development. In fact, I was there, at a Development sample sale, when Phillip got the call confirming that he’d be moving to New York and starting the soon-to-explode line of 3.1 Phillip Lim. Since then, he’s been the darling of fashion editors, won awards, shown at every fashion week and even did a collaboration with Target.

Another Asian American creative we had worked with is Joy Cho of the lifestyle brand Oh Joy! She started her company in 2005 as a graphic design studio, and it has since grown into a lifestyle brand with everything from wallpaper to kid’s decor to books, and with everyone from Microsoft to Anthropologie to Feed. And now Oh Joy! is collaborating with Target again, this time on a line of home and nursery decor. Like everything else in the Oh Joy! universe, the collection is an Instagram dream and just so happy-making — it makes me want to redecorate my entire house. It’s been a long time since I’ve been this excited over a Target collaboration — I’ve already bought a few of the gilt framed prints, and will be checking back frequently for more. It looks like the nursery collection is slowly going up, while the home collection hits Target stores and online in early February. While you’re counting down the days, find out more about Cho’s inspiration for the collection, courtesy of Target.


oh joy for target home collection


What inspired you to create a home and nursery collection? 

The home and nursery categories were a natural choice for me, given my passion for home décor and my life as a busy mom with two young children. And I jumped at the chance to partner with Target again.


oh joy for target collection


Where did you find inspiration for the different prints and colors?

I love vibrant colors and whimsical imagery—those are what I gravitate toward with my personal style—and I wanted to bring that personality to both collections. For the nursery line, I was inspired by what I’d want to see in my own kids’ rooms for years to come. We took the soft, comfortable materials that you would expect for baby, but used bright colors and fun details with whimsical and bold prints. Similarly, for the home products, I wanted to offer décor pieces with bright, bold colors and modern patterns that will help add personality and style to any home.

oh joy for target collection


Which products would you recommend for a guest interested in the home items?

It’s so hard to choose a favorite, but I think the brass party animals are a fun way to add some whimsy to a room without going overboard. And the decorative pillows are great layering pieces that can work with just about any décor. They’re fun and easy to switch out, depending upon your mood.


oh joy for target home and nursery collection


Which products would you recommend for a guest interested in the nursery items? 

Parents will love our crib bedding sets because we designed them so that you can mix and match! Whether you’re creating your first nursery or refreshing one for a second child, the bedding sets are an effortless way to add a special touch. We’ve designed it so that if a crib sheet or a changing pad cover needs to be washed, the extra set still goes with the rest of the décor and you don’t have to worry about everything being so matchy-matchy. The patterned swaddle sets are so multi-purpose: You can use them to cradle baby, as a nursing cover or turn them into wall décor.  And, the diaper clutch and diaper bags will be every new mom’s favorite accessory!


oh joy for target nursery collection by joy cho


Which items from both home and nursery are perfect for mixing and matching? 

I suggest putting the party animal figurines and the photo block set together. They’ll work nicely on a shelf or dresser that could use a little something.  Since the animals are primarily gold, they have a nice contrast and balance against the colorful blocks. But the whole idea with these collections is to have fun. Also, if you’re looking for one item that can go in either an adult or child’s space, the pillows and wall art from the home décor line work in a nursery as well. I have those in my kids’ room!


oh joy for target home and nursery collection


How do these products fit with the other items a guest already might have in their home? 

The entire collection is great for layering with what guests already own. The colors are fun and work with many palettes without overwhelming what you already have. For guests who prefer to add a bit of sparkle rather than bright colors, the small bites appetizer plate set and dotty string lights are a great option. The knit or plush baby blankets can easily add that pop of color to any neutral nursery. There’s truly something for everyone!


Interview by Target; photos courtesy of SheFinds and Oh Joy!


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