Marty McDonald

Boss Women Media


Dallas-based entrepreneur and designer Marty McDonald left her job in corporate America to first create a media company and recently started a children’s wear brand focusing on black girls up to age 5, Elle Olivia, which will be carried at over 400 Target locations nationwide at the end of September.

In 2021, When Marty was 24 weeks pregnant, her daughter was diagnosed with Congenital Dyaphranic Hernia that would cause her lungs to be covered by her liver, spleen and intestines. This disease would cause her to have immediate surgery when she was born, and she would be placed in the NICU for 35 days to heal.  During the time in the NICU Marty quickly realized that advocacy and representation are two key ingredients that her daughter, Elle Olivia, will need to navigate the world.  She and her husband dedicated their energies to solve some systematic issues Black parents face bringing new life into this world.

Marty launched Elle Olivia in 2022 to show Black Girls big possibilities through the clothes they wear.  It started with a Valentine’s Day launch of inspirational sweatshirts which sold out quickly, leading to the creation of a staple collection that moms and dads could use functionally, but showcased representation.  In May of that year they launched their Lay and Play sets that would allow babies and toddlers to sleep in the soft bamboo fabric or play with ease and a polished look.

In 2023 Target picked up the line exclusively and will begin selling it nationwide in their stores and online in October.  There are 3 everyday sets  (Peace Sign Set, Dream Big Set, I Get It From My Mama Set available 10/1 ) and 3 holiday sets (Ice Princess Set, Candy Cane Girl Set, Reindeer Girl Set available 10/20).  Each $18 set is easy to put on and features a pocket design on long sleeve top with bottoms; Hassle-free, shrink-free cleaning; made from warm but breathable Organic bamboo fabric that is soft and gentle on delicate skin with long-lasting quality for extended wear. I’ve included some photos below.