We have loved Pink Chicken‘s beautifully made, non-fussy dresses and tunics for so many years. I remember Liz once showing off one of her favorite dresses that had been passed from child to child and was still going strong many years later. (Editor’s Note: It’s a size 4 and my 8 year old still wears it as a tunic! -L) It definitely made that splurge a whole lot easier to justify.

But now, there’s no need to find justification in splurging on their stylish dresses. Boho-chic Happy by Pink Chicken is a new line of more affordable girls and women’s clothes exclusively online at Target. Same bright colors, fun graphics, and soft cotton — but starting at $25. For real.

Related: Pink Chicken: The girls’ dress that’s lasted for 7 years

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Happy by Pink Chicken for Target: Ice cream romper for babies


Happy by Pink Chicken for Target: Elephant infant romper

sleeveless floral dress Happy by Pink Chicken at Target

Happy by Pink Chicken for Target bubble sleeve dress


I adore their cute baby rompers with graphics like pink elephants and ice cream cones. And I love that the collection includes patterns like stripes and modern tie-dye. I can totally see my girls skipping down the sidewalk in one of their sleeveless ruffle dresses or the bubble-sleeve dress, similar to the one Liz’s daughters has yet to part with. Since that one can be worn first as a dress, and then as a tunic as your kid grows, you can hold onto it for many years.

As for the whole mommy and me matchy thing? Well, we’re not all fans. But maybe you’ll find just the right tunic for you and just the right — different — cheerful outfit for the baby and everyone will be happy. Or Happy.

The new Happy by Pink Chicken line of dresses and rompers for girls is now available at Target.com in sizes 3mo to 12, as well as women’s sizes.