Time will tell, but Target’s newest clothing line — Ava & Viv — could be a game-changer for the woefully underserved plus-sized fashion market.
When a few high-profile, plus-sized style bloggers took to the Internet voicing frustrations over the retailers’ lack of full-figured offerings — even boycotting the store — Target took notice. The Minneapolis-based fashion giant called on those very bloggers to provide input and modeling for the new 90-piece Ava & Viv collection.
“We got to give some feedback on hemlines that we love, colors that we love, things that we don’t want to see,” said Nicolette Mason, a blogger and contributing editor for Marie Claire. “It’s really wonderful as a consumer to know that a brand is listening.”
The Ava & Viv collection will hit stores mid-February (and online Feb. 22), featuring trend-driven items and fashionable basics that will be updated monthly. Prices range from $10 to $79.99.