This has definitely been the season of collaborations and launches for brands everywhere and Target is jumping on the bandwagon. Target is set to launch a new line, Ava & Viv in mid February. This line is not your typical line as it will be targeted toward their plus-sized consumer, with the line coming in sizes that range from 14W to 26W and X to 4X, according to Women’s Wear Daily.
With it’s recent controversy with it’s forthcoming Lily Pulitzer collaboration not featuring plus-sized clothing, this is a great move for Target. This will serve their plus-sized consumers, while addressing the controversy of Target not carrying many fashionable plus-sized options that stemmed from the Lily Pulitzer release. “We have an opportunity to provide a better experience to the plus-size guest. The experience will be much more distinct and much more compelling. We can increase our share of the market and become more distinct and declarative by offering something that we feel doesn’t currently exist,” Senior Vice President of Merchanding Stacia Andersen told WWD via E-online.
Check out the video above, featuring some of the plus sized bloggers who had input on the creation of the line: Nicolette Mason contributor for Marie Claire, Chastity Garner of Garner Style and Gabi Gregg of Gabi Fresh.