Target Launches New Plus Size Line Ava & Viv

Target Plus Size
Target Plus Size

Gabi Gregg, Chastity Garner, and Nicolette Mason modelling AVA & VIV for Target. Photo: Target 

Target historically hasn’t done enough to provide the plus-size community with suitable clothing options for its customers. But, in an attempt to make things right, the super retailer has just announced a new line, AVA & VIV, which will be a fashion-forward collection designed with fuller-figure women in mind.

AVA & VIV will feature fun, flirty clothes that any woman, regardless of size, will want to wear. It also pulls inspiration from some of the most powerful voices and faces of the plus-size movement: Nicolette Mason, Gabi Gregg, and Chastity Garner.

Related: How A Plus-Size Girl Navigates the Pin-Thin World of Fashion

The fashion bloggers will model the new label, which will be released February 22 and update monthly with new items. Becoming advocates for Target is a bit of an about-face for the trio. Each woman has been very vocal that previous Target collaborations such as Altuzarra or Lilly Pulitzer did not include plus sizes (or if they did, were only available online). “It’s really wonderful, as a consumer, to know that a brand is listening,” said Mason who is a contributing editor for Marie Claire. “I think the girl who will wear it is the girl who wants to be seen and she wants to be noticed and have fun with her clothes.”

Related: Candice Huffine: The Plus-Size Model Who Is the Ultimate Muse Among Fashion’s Skinny Set

Consumers are excited too as this is the company’s first apparel line that doesn’t just take sample sizes and enlarge them. “I can’t wait to see it,” Lisa Burch wrote on Facebook. “Target plus size clothes have always been just ok…but this sounds and looks pretty promising.” Adrienne Watson said it’s about time Target created a fashionable plus size line and that she’s “glad they collaborated with an awesome group of fashionable plus size women.”

The line, which includes tops, pants, skirts, denim, and outerwear, will range in prices from $10 to $79.99 and include sizes 14W to 26W and X to 4X. The full AVA & VIV lookbook will be released online January 22, but from the beginning looks of it, Target’s step towards inclusiveness is a total bullseye.