Comfort meets affordability in the everyday essential you never knew you needed

There are few things more personal than the search for the perfect bra. It’s a journey marked by frustration, hope, and—if you’re lucky—that magical moment when you find “the one.” After years of disappointments and compromises, the Auden Daydream Bra at Target might just be the everyday essential that finally understands what women have been asking for all along.

I still remember the skepticism I felt when my friend Julia wouldn’t stop raving about a bra she’d picked up during a quick Target run. “A Target bra? Really?” I thought. But her enthusiasm was contagious, and when she mentioned the price point, I figured I had nothing to lose. Three Daydream Bras later, I understand her evangelism. This isn’t just another bra—it’s a quiet revolution happening on the shelves of your local Target.

Let me take you through every aspect of what might be the most comfortable, versatile, and budget-friendly bra I’ve ever worn. From fit to fabric, construction to colors, this is everything you need to know about the Auden Daydream Bra that’s creating such passionate converts across the country.

What Exactly Is the Auden Daydream Bra?

The Auden Daydream Bra isn’t trying to reinvent the wheel—and perhaps that’s its genius. It’s a lightweight, wireless bra designed with everyday comfort in mind. Part of Target’s exclusive Auden lingerie collection launched in 2019, the Daydream specifically addresses that age-old dilemma: finding a bra that feels like you’re wearing nothing while still providing the support and shape you need.

What sets it apart is its deceptive simplicity. At first glance, it looks like many other basic bras. But the thoughtful design elements become apparent once you try it on. The seamless construction minimizes visible lines under clothing. The wireless design eliminates that all-too-familiar underwire dig. The light padding offers modesty without bulkiness. It’s a bra that doesn’t demand your attention while wearing it—and in my book, that’s the highest compliment a bra can receive.

The Daydream sits in that sweet spot between a traditional bra and a bralette, offering more structure than the latter while avoiding the constraints of the former. It’s designed for the woman who wants to feel supported without feeling restricted—which, let’s be honest, is most of us.

Where to Find This Comfort Revolution

The Auden Daydream Bra is exclusively available at Target, reflecting the retailer’s commitment to offering accessible, quality intimates for diverse body types. You can find it in-store at your local Target location or through their online shop at Target.com.

This exclusivity is both a blessing and a curse. On one hand, Target’s widespread presence makes the bra accessible to many women across the country. On the other hand, if you’re not near a Target, you’ll need to rely on online shopping—which can be tricky for intimates where fit is paramount.

If you’re shopping in-store, you’ll typically find the Daydream Bra in Target’s intimate apparel section, often grouped with other Auden products. Online, it’s easily searchable by name, and Target frequently features it in their “Intimates & Sleepwear” category.

What I particularly appreciate is that Target often keeps the Daydream well-stocked in a variety of sizes, unlike some retailers who seem to perpetually carry only the most common sizes. Still, popular sizes can sell out quickly, especially during sales, so I’ve learned to grab my size when I see it.

The Comfort Question: Can You Really Wear It All Day?

Let’s cut to the chase—yes, the Auden Daydream Bra is genuinely comfortable enough for all-day wear. This is perhaps its most remarkable achievement, considering how many bras feel like torture devices by mid-afternoon.

The secret lies in several thoughtful design elements. First, the absence of underwire eliminates the most common source of bra discomfort. The wide band doesn’t dig into your ribcage. The straps distribute weight evenly without cutting into your shoulders. And the breathable fabric prevents that sticky, sweaty feeling that often accompanies synthetic materials.

I’ve worn mine through 12-hour workdays, long flights, and weekend errands without that desperate urge to rip it off the moment I walk through my front door. The true test of comfort, in my opinion, is forgetting you’re wearing it—and the Daydream passes with flying colors.

What makes this comfort level even more impressive is that it doesn’t come at the expense of support. Many “comfortable” bras fail to provide adequate structure, but the Daydream manages both. It’s the unicorn of bras—comfortable yet functional.

That said, comfort is subjective, and your experience may vary based on your specific body shape and size. Some women with larger busts report that while the Daydream is more comfortable than most bras, they still need additional support for high-impact activities. This isn’t a sports bra, after all, but for everyday wear, it excels in the comfort department.

Size Inclusivity: Does the Daydream Fit All Body Types?

One of Auden’s strengths as a brand is its commitment to size inclusivity, and the Daydream Bra reflects this philosophy. The range typically spans from 32A to 46DDD, covering a significant portion of the size spectrum.

This range is impressive for a mass-market brand and substantially more inclusive than many competitors at similar price points. The extended sizing in both band and cup dimensions acknowledges the diversity of women’s bodies—something the lingerie industry has historically been slow to embrace.

That said, there are still women who fall outside this range, particularly on the smaller band/larger cup end of the spectrum. If you typically wear sizes like 28G or 30H, you might find that the Daydream doesn’t accommodate your needs. This is unfortunately common across many brands, not just Auden, and reflects the lingerie industry’s continued room for growth in true size inclusivity.

For those who do fall within the available size range, the Daydream generally runs true to size. I found my regular size fit perfectly, though some reviewers mention sizing up in the band for maximum comfort. If possible, trying before buying is always the safest approach with any new bra style.

The Price Point: Affordable Luxury?

In a world where quality bras can easily cost $50-70 (or much more from luxury brands), the Auden Daydream Bra’s price tag is refreshingly accessible. At approximately $12-16 depending on sales and promotions, it’s positioned as an affordable everyday essential rather than a splurge.

This price point is particularly impressive given the quality of construction and materials. While it doesn’t have the hand-finished details or premium fabrics of high-end lingerie, it compares favorably to bras costing two or three times as much. I’ve owned $60 bras that didn’t last as long or feel as comfortable as my Daydreams.

Target also frequently includes Auden products in their sales and promotions. During major shopping events like Target Circle Week or holiday sales, you might find the Daydream discounted even further. Some shoppers report finding them for as low as $10 during these promotions, making them an even more compelling value.

The affordable price point also makes it practical to own the Daydream in multiple colors—something I’ve certainly taken advantage of. Instead of stretching one expensive bra across multiple wears, having several in rotation can actually extend their lifespan while giving you more styling options.

Material Matters: What Makes the Daydream So Comfortable?

The Auden Daydream Bra’s comfort stems largely from its thoughtful material composition. The primary fabric is a nylon-spandex blend that offers several advantages: it’s lightweight, breathable, soft against the skin, and provides gentle stretch that moves with your body rather than against it.

This blend typically consists of roughly 78% nylon and 22% spandex, though exact percentages may vary slightly between production runs. The higher percentage of nylon contributes to the bra’s durability and shape retention, while the spandex ensures flexibility and comfort.

The lining is typically made from a similar blend, creating a seamless feel against the skin. The light padding is usually constructed from foam that’s thin enough to remain flexible but substantial enough to provide modesty and light shaping.

What’s notably absent are scratchy laces, rigid boning, or stiff synthetic materials that can irritate sensitive skin. The minimal hardware (typically just adjusters on the straps and a simple clasp) reduces potential pressure points.

For those with sensitive skin or fabric allergies, the Daydream’s simple material composition is a benefit. While not made from organic or natural fibers, the synthetic blend is generally well-tolerated even by those who react to more complex fabric blends or treatments.

Support Without Sacrifice: How Well Does It Actually Work?

The million-dollar question for any wireless bra is whether it actually provides adequate support. The Daydream takes on this challenge through clever design rather than rigid structures.

For small to medium busts (typically A-D cups), the support is surprisingly effective. The wider band creates a stable foundation, while the molded cups provide gentle shaping and lift. The straps are positioned to distribute weight evenly across the shoulders rather than creating pressure points.

For fuller busts (DD and beyond), the support story is more nuanced. Many women with larger cup sizes report that the Daydream provides comfortable everyday support for low-impact activities like office work or casual outings. However, it may not offer enough structure for high-impact activities or long periods of standing/walking for some fuller-busted individuals.

What’s impressive is how the Daydream achieves its support without the traditional mechanisms that often cause discomfort. There’s no underwire digging into your ribcage. No excessive compression flattening your natural shape. No overly tight band restricting your breathing. Instead, the support comes from thoughtful construction that works with your body’s natural contours.

The support also maintains its effectiveness throughout the day. Unlike some bras that seem to lose their lift after a few hours, the Daydream’s support remains consistent, partly due to the quality of the elasticity in the materials.

The Real Story: What Are Women Saying?

While marketing claims are one thing, real-world experiences tell the true story of any product. The Auden Daydream Bra has accumulated thousands of reviews across Target’s website and social media platforms, giving us a comprehensive picture of women’s experiences.

The overall consensus is overwhelmingly positive, with the bra maintaining an average rating above 4 stars across most platforms. The most frequently cited positives include exceptional comfort, good value for money, and versatility under different clothing styles.

Common praise from reviewers includes:

“I forget I’m wearing it” – This sentiment appears in countless reviews, highlighting the Daydream’s unobtrusive comfort.

“Finally a wireless bra that actually supports” – Many convert to the Daydream after disappointing experiences with other wireless options.

“Perfect for hot weather” – The breathable fabric makes it a go-to choice during summer months.

“My go-to everyday bra” – Many reviewers mention owning multiple Daydreams and reaching for them over more expensive options.

Of course, no product works perfectly for everyone. Some criticisms appear in reviews as well, typically centered around:

“Not enough support for larger busts” – Some DD+ wearers find it lacks sufficient support for their needs.

“Padding can shift after washing” – Some users note that the removable padding can bunch up if care instructions aren’t followed carefully.

“Straps too wide-set for narrow shoulders” – Women with narrower frames occasionally mention strap slippage issues.

These critiques are worth considering based on your specific body type and needs, but they represent a minority of overall feedback.

Wireless Wonder: The No-Underwire Design

The absence of underwire is one of the Daydream’s defining features, aligning with a broader industry trend toward wire-free comfort without sacrificing support. But unlike many wireless bras that feel like glorified sports bras or offer minimal shaping, the Daydream manages to provide a natural, lifted silhouette.

This wire-free design makes the bra particularly suitable for women with certain preferences or needs:

• Those with sensitive ribcages who find underwires painful
• Women recovering from breast surgery who need gentle support
• Anyone who’s experienced the trauma of an underwire breaking free and stabbing them (we’ve all been there)
• Those whose breast tissue is more wide-set, making traditional underwires uncomfortable at the sides

The wireless construction also contributes to the bra’s flexibility. It can accommodate slight fluctuations in breast size throughout the month without becoming uncomfortable, something rigid underwired designs often struggle with.

This approach to support represents a shift in lingerie design philosophy—focusing on working with the natural breast shape rather than forcing it into an idealized silhouette through rigid structures. It’s a more body-positive approach that prioritizes comfort alongside aesthetics.

Padding and Cups: Just Right or Too Much?

Finding the right amount of padding is a personal preference that varies widely among women. The Daydream strikes a balance with light padding that serves multiple purposes without adding excessive bulk.

The bra features removable padding inserts, giving you the flexibility to customize your look and comfort level. With the pads in, you get a smoother silhouette and light enhancement. Remove them, and you maintain the bra’s comfort with a more natural profile.

This adaptability makes the Daydream versatile for different outfits and occasions. The padding is thin enough to avoid the “fake” look of heavily padded push-up styles, instead providing a natural shape with just enough coverage to prevent show-through under thinner fabrics.

The cups themselves are molded to maintain their shape, even without the removable padding. They create a smooth line under clothing without the distinctive “seamed” look that can show through tight shirts.

For those concerned about “headlight” situations in cold environments, the default padding provides adequate modesty. Yet it’s not so thick that it creates an unnatural silhouette or adds visible bulk under fitted clothing.

The removable nature of the padding also makes the bra more adaptable to asymmetrical breasts—you can keep padding in one side while removing it from the other to create a more balanced appearance if desired.

Colors and Patterns: Beyond Basic Beige

While functionality is crucial, aesthetics still matter when it comes to lingerie. The Auden Daydream Bra offers a refreshing range of colors and occasional patterns that extend well beyond the traditional “nude, black, white” trifecta.

The color selection typically includes:

• Multiple nude shades to complement different skin tones
• Staples like black and white
• Soft pastels like blush pink, powder blue, and mint
• Seasonal colors that rotate throughout the year
• Occasional patterns like subtle florals or geometric designs

This variety allows the Daydream to function both as a practical invisible layer under clothing and as a confidence-boosting fashion element when colors are chosen to peek out intentionally from certain necklines.

Target typically refreshes the color selection seasonally, with spring bringing lighter hues and fall/winter featuring deeper tones. Limited edition colors sometimes appear for holidays or special collections, though the core neutral options remain available year-round.

What’s particularly thoughtful is the range of nude shades designed to work with different skin tones—an inclusive approach that acknowledges “nude” means different things to different women. This attention to inclusivity extends beyond size range into the color palette, reflecting Auden’s broader commitment to designing for diverse customers.

The Details: Straps, Seams, and More

As with any quality garment, the devil is in the details—and the Daydream’s thoughtful small touches contribute significantly to its overall performance.

The straps are fully adjustable, allowing customization for different torso lengths and shoulder slopes. They’re also set at a position that works for most shoulder widths, though some women with particularly narrow shoulders mention occasional slippage issues. The strap width is substantial enough to distribute pressure comfortably without being so wide as to limit clothing options.

The band features a traditional hook-and-eye closure, typically with two or three positions depending on the band size. This adjustability helps extend the bra’s usable life as the elasticity naturally relaxes over time. The closure is covered with a soft fabric overlay to prevent it from irritating the skin.

Perhaps most impressively, the Daydream minimizes seams throughout its construction. The cups are virtually seamless, and the minimal stitching that exists is flat and unobtrusive. This seamless approach is not only more comfortable but also makes the bra effectively invisible under most clothing.

The edges of the bra are finished with a soft elastic that provides gentle tension without cutting in—a common problem with many bras that create the dreaded “quad-boob” effect or back bulging. This clean finish contributes to the bra’s ability to disappear under even clingy fabrics.

Invisibility Factor: How Does It Perform Under Clothing?

One of the Daydream’s standout features is its ability to remain invisible under a wide range of clothing styles. The smooth, seamless construction creates a clean silhouette without the telltale lines and bumps that betray the presence of many bras.

Under tight t-shirts, the molded cups create a natural, rounded shape without obvious seam lines or cup edges showing through. The minimal hardware and clean edges mean no strange bumps or protrusions disrupt your silhouette.

For light-colored or semi-sheer fabrics, the range of nude shades allows you to closely match your skin tone, making the bra virtually undetectable. The light padding provides modesty without creating an unnatural profile.

Even under more challenging fabrics like thin knits or bodycon dresses, the Daydream maintains its invisible performance. The wireless design eliminates the rigid lines that often show through with underwired styles, instead creating a smooth, natural silhouette.

This invisibility factor makes the Daydream particularly versatile in your wardrobe. It works equally well under work attire, casual weekend wear, or more formal outfits—eliminating the need for multiple specialized bras for different clothing styles.

How Does It Compare to Other Auden Styles?

The Auden line at Target encompasses several bra styles beyond the Daydream, each designed to meet different needs and preferences. Understanding how the Daydream compares to these sister styles can help determine if it’s the right choice for you.

The Auden Favorite T-Shirt Bra is perhaps the closest comparison, offering similar everyday comfort but with an underwire for more defined shaping and support. If you prefer more structured lift but still want comfort, the T-Shirt Bra might be your preference over the Daydream.

The Auden Bliss Lightly Lined Wirefree Bra offers a similar wireless approach but with a different aesthetic—less seamless and with decorative touches like scalloped edges or lace overlays. If you want the wireless comfort with more feminine details, this might be your pick instead of the Daydream.

For those seeking maximum support, the Auden Beautiful Lightly Lined Balconette provides more structured uplift than the Daydream, making it potentially better suited for fuller busts requiring additional support.

What distinguishes the Daydream within this lineup is its perfect balance of invisible functionality and uncompromising comfort. While other Auden styles might offer more support (the underwired options) or more decorative details (the lace-trimmed styles), the Daydream excels specifically at being the bra you forget you’re wearing while still providing shape and support.

Target Exclusivity: In-Store Shopping Experience

As a Target exclusive, the shopping experience for the Auden Daydream differs from purchasing from specialized lingerie retailers. This has both advantages and considerations worth noting.

In Target stores, the intimates section typically features Auden products prominently, with the Daydream usually displayed on hanging racks or in drawers organized by size. Unlike dedicated lingerie stores, Target doesn’t offer fitting services or specialized assistance from bra-fitting experts. This self-service model works well if you already know your size, but can be challenging if you’re uncertain.

The upside of this arrangement is the low-pressure shopping environment. Many women appreciate being able to browse and select intimates without the sometimes intimidating experience of lingerie boutiques. The mainstream retail setting also means you can easily include a Daydream in your regular Target run—no special trip required.

Target’s generous return policy (typically 90 days with receipt, even for opened packages) reduces the risk of trying a new style or size. This flexibility is particularly valuable for intimates, where fit issues might not become apparent until you’ve worn the item for a full day.

During busy shopping periods, popular sizes can sell out quickly, so some regular Daydream wearers develop the habit of checking the Auden section during each Target visit to catch restocks of their preferred size and color.

Matching Sets: Completing the Look

For those who appreciate coordinated underwear (there are two types of people in this world, after all), Auden offers several panty styles designed to match or complement the Daydream Bra.

The most common matching options include:

• Seamless hipster panties in corresponding colors
• Seamless thongs for a no-show finish under fitted clothing
• Seamless briefs for fuller coverage
• Occasional seasonal sets with coordinated prints or colors

These matching pieces typically share the same material composition and comfort-focused design philosophy as the Daydream Bra. They feature minimal seams, soft waistbands that don’t dig in, and stretch fabrics that move with your body.

Like the bra itself, these coordinating pieces are priced affordably (typically $5-10 per panty), making complete sets accessible without the premium pricing often associated with matching lingerie.

While matching sets aren’t necessary for the Daydream’s functionality, many women report that coordinated underwear provides a small but meaningful confidence boost—a private act of put-togetherness even if no one else sees it.

Plus-Size Perspective: Inclusive Design in Action

Auden’s commitment to size inclusivity makes the Daydream accessible to a wide range of body types, including plus sizes. The extended size range (up to 46DDD) acknowledges that comfort and style shouldn’t be limited by size—a refreshingly inclusive approach in a market that often overlooks larger bodies.

For plus-size wearers, several specific design elements of the Daydream prove particularly beneficial:

The wider band provides comfortable support without digging in or creating “back fat” rolls—a common complaint with narrower bands in larger sizes.

The wireless construction eliminates the painful digging that can occur when underwires are forced to support heavier breast tissue.

The smoothing fabric helps create a clean line under clothing without compression or flattening—allowing natural curves while providing a sleek silhouette.

The fully adjustable straps accommodate different shoulder widths and can be positioned for optimal comfort and support.

While some plus-size reviewers note that the Daydream may not provide sufficient support for high-impact activities, it receives consistently positive feedback as an everyday comfort bra that doesn’t sacrifice style or force compromises.

This inclusive approach reflects a broader positive shift in the lingerie industry toward recognizing that women of all sizes deserve comfortable, functional, and attractive underwear options.

Care and Maintenance: Making Your Daydream Last

With proper care, the Auden Daydream Bra can maintain its shape, elasticity, and comfort for many months of regular wear. Following some basic maintenance guidelines helps extend its lifespan significantly:

For washing, hand washing is ideal but not always practical. If machine washing, use a lingerie bag on a gentle cycle with cold water and mild detergent. Avoid fabric softeners, which can break down elasticity over time.

Before washing, be sure to close the hook-and-eye closure to prevent it from catching on other garments or the mesh of the lingerie bag.

If your Daydream has removable pads, take them out before washing, then reinsert them when the bra is slightly damp for easier positioning.

Air drying is strongly recommended—hang the bra or lay it flat rather than using a dryer, as heat can damage the elastic fibers and cause the bra to lose its shape.

For storage, avoid folding the cups into each other, which can create permanent creases. Instead, lay bras flat in a drawer or hang them by the center gore to maintain their shape.

With rotation between several bras rather than wearing the same one daily, the elasticity has time to recover between wears, significantly extending the useful life of each bra.

Most women find that with proper care, a Daydream Bra can last 6-9 months of regular wear before elasticity begins to diminish noticeably—an impressive lifespan for its price point.

Finding Deals: Making Affordability Even Better

While the Auden Daydream Bra is already affordably priced at its regular $12-16 range, savvy shoppers can often find ways to make this value even better through various promotions and discounts.

Target regularly runs intimates promotions, particularly during seasonal transitions or major shopping events. These typically take the form of “Buy X, Get Y off” deals (like buy 2, get 1 free) or percentage discounts on the entire Auden line.

The Target Circle loyalty program (free to join) frequently offers specific deals on intimates, sometimes including exclusive coupons for Auden products. Checking the Target app before shopping can reveal these limited-time offers.

Seasonal clearance events often include Daydream Bras in discontinued colors, sometimes at 30-50% off the regular price. These typically occur as Target makes room for new seasonal colors.

Target’s RedCard (credit or debit) provides an additional 5% discount on all purchases, including Auden products, offering a small but consistent savings for regular shoppers.

For those looking to try the Daydream for the first time, watching for these promotions can make the already accessible price point even more appealing—or allow you to stock up on multiple colors while maximizing your budget.

Final Thoughts: The Understated Revolution

In a world that often equates quality with high prices and comfort with compromise, the Auden Daydream Bra offers a refreshing contradiction. It proves that comfort, support, and affordability can coexist in a single well-designed product.

What makes the Daydream truly remarkable isn’t flashy innovation or revolutionary technology—it’s the thoughtful execution of fundamentals that women have been requesting for decades. A comfortable bra that actually provides support. A wireless option that still creates shape. An affordable choice that doesn’t fall apart after three washes.

The quiet popularity of the Daydream reflects a shift in consumer priorities toward everyday comfort without sacrificing function. It’s part of a broader movement away from restrictive beauty standards that historically prioritized appearance over comfort in women’s undergarments.

For many women, finding the Auden Daydream Bra represents that rare moment when expectations aren’t just met but exceeded—especially considering its accessible price point. It’s not perfect for every body or every need, but for everyday comfort with adequate support, it’s hard to find a more compelling option at any price.

As lingerie trends come and go, the Daydream’s focus on fundamental comfort with thoughtful design details gives it staying power beyond seasonal fads. In the end, the highest praise might be that thousands of women have made it their everyday essential—the ultimate vote of confidence in a market saturated with options.

The Auden Daydream Bra isn’t just a product—it’s a reminder that we don’t need to choose between feeling good and looking good. And at its remarkable price point, that’s a revolution worth celebrating.