Target has kind of been killing in the fashion game as of late. The brand recently announced that they’re launching a spring collaboration with printmaster Lilly Pulitzer (which is totally stunning) and now they’re coming at us with more exciting news of a brand new line created for plus-size women.
The line, called AVA & VIV, is set to be a permanent brand for the department store. Unlike the designer collaborations, all the looks you’ll see are designed by the trendy folk on Target’s in-house design team.
The Spring collection is set to be released in mid-February. For those of you who are a little peeved over Target not selling the Lilly Pulitzer plus-size pieces actually *in* Target stores, fear not, this 90-piece line (whoa) will definitely be available to try in the red and white palace. Similar to Target’s other apparel lines, AVA & VIV will be updated monthly, with prices ranging from $10 to 80.
The gorgeous models who will be featured in the AVA & VIV lookbook – Nicolette Mason, Chastity Garner and Gabi Gregg – also happen to be three top fashion bloggers. In addition to featuring them front and center in the clothes, the Target team also asked them to give feedback on how future seasons can expand and grow to cater to their plus-size customers. In an article on Mason’s blog, she says, “So many brands and designers exist in silos and only ever integrate feedback from their own internal teams, but the people behind AVA & VIV (a pretty incredible team of designers, fit experts, textile designers, and design innovators from across fields) want to know where they’ve gone wrong – and they’re fully aware of the many missteps with plus in their history.”
We’re still waiting on the full lookbook to be released, but we’re definitely liking what we’ve seen so far. You can forget about the sea of basics commonly found in plus-size lines. Instead, expect to see pieces like a geometric crop top a pencil skirt, ’70s-tastic, printed trousers and silky tops.
While Mason, Garner and Gregg chatted with Target after the Spring line was already complete, they’ve all confirmed that they’ve offered their input on a lot of the fall collection, so we’re only expecting things to get better from here.
Are you as excited about Target’s new line as we are? Share your thoughts in the comments below.