Target may have ruffled some feathers earlier this month by deciding to offer the plus size options from its upcoming Lily Pulitzer collaboration only online. Now, however, it looks like the brand is making up for what some considered a lapse in judgment.
The chain announced on Wednesday that it is launching a brand new plus-size line, Ava & Viv, which will be sold both online and in stores starting on Feb. 22.
While this is not Target's first foray into plus-size fashion, the news does signify a new direction for the store. Not only does Ava & Viv boast a broad range of sizes, it was also created with great style in mind, something that previously seemed like less of a priority for the brand. In fact, the company went so far as to hire three of our favorite fashion bloggers: Nicolette Mason, Gabi Gregg and Chastity Garner (who previously boycotted the retailer for its lack of plus options), to offer their opinions on the collection, promote it and star in its look book.
Target has had a few mishaps with its plus-size offerings in the past. The company has previously come under fire for mislabeling garments and there was an unfortunate mistake involving a maternity model on its website.
But as Stacia Andersen, senior vice president of merchandising for apparel and accessories at Target told Women's Wear Daily, Ava & Viv is a shift in the right direction toward a more inclusive and more fashionable store. "One team works on design, fit and trends. We’re staying abreast of the trends and how to interpret the trends for the plus-size market. This one brand, Ava & Viv, will serve as our centerpiece in all of our stores," she said.
The collection will be updated monthly, and prices range from $10 - $79.99. While we're anxious to see what customers actually think of the collection once it comes out, we're going to go ahead and call this another win toward a more inclusive market.