If you’ve ever found yourself eyeing off those designer knits with a wistful sigh—only to be brought back to earth by a price tag that would fund a weekend holiday—you’re not alone.
But what if we told you that this winter, you could wrap yourself in luxury for less than the cost of a dinner out?
Enter Target’s latest viral sensation: the Lily Loves Fluffy Button Front Cardigan, a $40 wonder that’s got fashion lovers and everyday Australians alike buzzing.
Designer looks, down-to-earth price
Let’s be honest, we all love a good bargain, especially when it doesn’t look like one.
The Lily Loves cardigan has been making waves on social media, with many calling it a ‘dupe’ for the $229 Solene Cardigan from Nadia Bartel’s high-end label, Henne.
That’s a saving of nearly $190—enough to buy a second cardigan in another colour, and still have change for a coffee!
What’s all the fuss about? For starters, this cardigan is crafted from an ultra-soft, fluffy yarn that feels as good as it looks.
It features a classic crew neckline, button front, long cuffed sleeves, and a chic cropped cut that flatters just about everyone.
Whether you’re working from home, heading out for brunch, or just want to feel a little bit pampered on a chilly day, this piece has you covered.
A rainbow of choices
One of the joys of shopping at Target is the variety, and this cardigan doesn’t disappoint.
Available in five on-trend shades—brown (the current crowd favourite), black, red, light blue, and white—and in sizes ranging from XXS to XXL, there’s truly something for everyone.
The brown version, in particular, is being hailed as ‘the colour of the season’, with its rich, chocolatey hue popping up all over social media.
Carrie Kirkman, general manager of merchandise at Target Australia, explains the inspiration behind the collection:
‘Our trend and design team travel the world and are inspired by many of the trends we see in Europe and North America. This season, texture takes centre stage—from soft and fluffy yarns to “quiet luxury” classic knits.’
Affordable luxury for all
Target’s new collection is all about making luxury accessible.
‘This collection offers stylish, on-trend pieces that make you feel amazing—so whatever you choose, you can be sure you’ll look and feel gorgeous,’ says Ms Kirkman.
And judging by the online reviews, shoppers agree.
On social media, @unfiltered_mum raved about the cardigan, saying, ‘It’s so good, and it reminds me of the Henne one but honestly it was a fraction of the price.I plan on wearing it with jeans. So cute, I want to get the light blue one too because it’s so fluffy and comfy. Highly recommend. And also, chocolate is the colour of the season.’
Fashion blogger @jess.costelloe styled hers with blue jeans, chocolate sneakers, and a matching handbag, while @lilhargreaves gave her followers a changeroom haul, showing how the cardigan looks on a size 14-16.
‘If you have been searching for a brown cardi, Target has you covered. It’s so soft and warm. So cute,’ she said.
Why are we all obsessed with cardigans?
It’s not just about looking good—it’s about feeling good, too.
As we get older, comfort becomes just as important as style, and the right cardigan can be the perfect blend of both.
Cardigans are endlessly versatile: throw one over a tee for a casual look, layer it with a scarf for extra warmth, or dress it up with a statement necklace for dinner out.
Video Credit: @unfiltered_mum / TikTok
And with the cost of living on everyone’s mind, finding affordable pieces that don’t compromise on quality is more important than ever.
The verdict?
As interest continues to grow around Target’s new $40 cardigan and its comparison to higher-priced designer options, shoppers are keen to see how this affordable piece fits into their winter wardrobe.
Whether you’re drawn to its cosy texture, variety of colours, or budget-friendly price, it’s clear this cardigan has sparked plenty of conversation.
What do you think about this affordable fashion find? Have you tried the cardigan yourself, and how does it compare to more expensive alternatives? Would you consider swapping designer labels for budget-friendly dupes in your wardrobe? We invite you to share your thoughts and experiences in the comments below.
Also read: Coles slashes prices on winter essentials—how much will you save?
