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The famous mom is launching Picolette in Target on July 26, 2026.
After becoming a mom, Olivia Culpo says there was a moment when she felt she didn’t know who she was outside of that role. Feeling a loss of identity is a common conundrum many new moms feel. But for Culpo, it became motivation.
“I remember during that time, someone said to me, ‘Motherhood is the most creative thing you’ll ever do,’ and that is something that I take with me in everything that I do as a mom because I am a creative person in my job,” she tells Parents.
A year after welcoming her daughter, Colette, with husband and San Francisco 49ers running back Christian McCaffrey, she’s channeling that creativity into Picolette, a baby collection named after her daughter, launching at Target on July 26, 2026.
“Picolette was inspired by the first year of motherhood and basically everything that I celebrated as a first-time mom, and even the parts that were difficult and overwhelming,” says the entrepreneur and model, who rose to fame as Miss Universe 2012. “Bringing a little part of that to families everywhere with Target is the most exciting part of the whole project.”
All About Picolette
Launching online and in about 1,400 Target stores, a place she says she personally shops at, was important to her for the accessibility. The affordability is another plus—the majority of the collection is $18 and under. “I was really excited to create a brand that would be able to reach so many people,” says the Next Gen Chef host.
Parents-to-be and new parents can expect a 60-item collection featuring baby apparel with cute patterns, including toile, gingham, and floral, as well as a football print overall set and sweater. There are accessories, such as a dog plushie that’s a replica of Culpo’s toy Goldendoodle, mealtime essentials, and keepsake and milestone pieces like a “one” sweater and a birthday crown with removable one, two, and three numerals.
Notably, Picolette includes a stylish diaper bag with various compartments—there’s even one to hold a pacifier and another to let parents grab baby wipes with ease. “The diaper bag has every single compartment that you could ever imagine needing, from my own experience,” she says.
Culpo, who is pregnant with her second child, says the details of the pieces are inspired by what she’s learned should be non-negotiables. Think simplified fasteners and easy closures that will make middle-of-the-night changes quicker and less disruptive for the baby.
“There’s nothing worse than having a baby asleep and then you have to change them and you know you’re gonna wake them up. You really won’t wake your baby up with this magic closure because there’s no sound,” says Culpo, who adds that she’s experienced that sleeping nightmare one too many times.
Looking Back at Her First Year of Motherhood
Culpo says motherhood, which she describes as simultaneously exciting and overwhelming, has been the best thing she’s ever done. She notes that having a strong support system has helped immensely. She shared a glimpse of that through a touching video of her own mom helping her in her postpartum journey.
“It truly does take a village, and I’ve always known that because I come from such a big family,” says Culpo, who is one of five and was an auntie for years before having her own. “I feel like in a way my village started before I even had children because of the privilege of being able to watch my siblings parent and see what works, what doesn’t work…getting just a little bit of training in as you watch your siblings go through it.”
Her biggest piece of mom advice now: everything is a phase.
“It’s so easy to feel overwhelmed when there are difficult moments. If they are teething, if there’s regression, if it’s four in the morning and they haven’t slept yet, just really remember that every single phase with your baby will pass, and you will look back on them and miss them, believe it or not, every single one,” she says. “So, I really try to to parent with that in the forefront because I know how fast it can go, and I also know how overwhelming it can feel if you don’t remind yourself that these are the times that one day you’ll miss the most.”
She will soon go through all those baby phases again when her second baby is born. Culpo admits she had a moment of panic when she learned she was pregnant again. “I would be lying if I didn’t say at the beginning, I was like, ‘Oh my God, can I do this?’ But now that it’s all settled in, I’m very excited...I’m just so grateful that I’m having another baby, that I can have another baby, that they will be close in age. I really can’t imagine wanting to do anything different with my time.”
A New Perspective
As she gears up for the launch of Picolette, Culpo hopes her brand can help make new parenthood just a little easier—and more stylish—for other families.
“I could have created forever, and I’m really excited to see where this brand can go because every single detail was thought out as far as functionality, but also design,” she says. “I hope that that shows in every single piece.”
While she remains driven to keep her career going, Culpo says she’s learned you don’t have to do it all, all the time.
“Being a mom is such a full-time job; everything is a balance and there are parameters that you need to make so that you can do the best that you can in both avenues,” she says. “At the end of the day, I just know for myself, I would never choose my job or career over the job of being a mom.”
She’s learning to manage the push and pull by giving herself grace.
“I see it with women where they do want to do it all,” she says. “It’s important for all of us as moms to remember you don’t have to put that pressure on yourself.”
Read the original article on Parents
