Target Announces New Plus-Size Line

Whoa, looks like Target heard its detractors loud and clear. Following intense backlash (we discuss some of it here) over word that plus-size styles from the Lilly Pulitzer for Target collection will only be available online, the retail superstore announced they’ll be launching a new plus-size-only clothing brand Ava & Viv (the first new brand since 2008) that’s set to debut in mid-February. Sizes will include 14 to 26 and X to 4X and prices will range from a super-affordable $10 to $79.99.

The brand enlisted the help of plus-size fashion bloggers Nicolette Mason, Gabu Gregg and Chastity Garner to preview the collection in the video below. The verdict: It actually looks really cute. The prints are on-point; there’s a gorgeous pair of floral track pants; and the items pictured look like a cohesive Target collection.

Truth be told, it’s a step in the right direction. But in order for Target to truly embrace their plus-size clientele, they’ll need to stop treating them like second-class shoppers. That means not relegating the plus-size styles to the way-back with the maternity section, where they inevitably become intertwined, and ensuring that they keep the section well-stocked and continue to introduce new styles. Because, let’s be real, what’s the point of selling “trend-driven statement pieces” if, ya know, the styles aren’t on-trend?

For now, we’re psyched about the news. Let’s keep the ball rolling.