Target Launching Its First Plus-Size Clothing Line in 7 years

Target has some exciting news for plus-size fashionistas on a budget.

Less than a week after the retailer defended its controversial decision to sell Lilly Pulitzer for Target pieces larger than size 18 exclusively online, the chain announced that it is launching a new in-house plus-size apparel line.

Ava & Viv, which is the Target’s first new clothing brand since 2008, will hit stores in mid-February, the company said Wednesday. It will hit Target.com on Feb. 22.

The collection will be available in sizes 14W to 26W and X to 4X, Women’s Wear Daily reported.

New items will arrive every month and prices will range from $10 to $79.99.

“From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests,” Senior Vice President of Merchandising, Apparel and Accessories Stacia Andersen said in a release.

 

Target recruit three prominent bloggers — Gabi Gregg, Chastity Garner-Valentine and Nicolette Mason — to promote Ava & Viv and model the pieces for the look book.

Mason described the spring collection as full of “fun colors” and “bright textures.”

“I think the girl who will wear it is a girl who wants to be seen and she wants to be noticed, and have fun with her clothes,” she said in a behind-the-scenes video.