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Target set to launch Ava & Viv plus size collection

On the heels of Target’s disastrous 2-year run of inciting the rage of plus size shoppers (Manatee Grayugh, mislabeling a maternity dress as plus size*seriously?, and the most recent Lilly Pulitzer x Target debacle of only offering plus sizes online and not in stores – *hand to forehead) it now looks like the collaborative superstore is looking to make amends.

The offering? A truly inspired plus size collection, focusing on fit, style and affordability — and gosh darn it, this line is c-u-t-e. From denim tops to printed jumpsuits, on-trend and flattering geometrics to flowy, tie-dye pants, the line called AVA & VIV stands up to Target’s other stylish collections Mossimo and Merona.

“This isn’t pieces that have been cobbled together,” explains Joshua Thomas, a spokesperson for Target. ”This is a collection that has been designed specifically for a woman who loves fashion, who is looking for stylish basics, who is looking for trend pieces that will help her stand out.”

The lookbook features plus size bloggers Gabi Gregg, Chastity Garner and Nicolette Mason, who all played a part in designing the line and it’s social media strategy by offering up ideas and suggestions.

“Gabi, Chastity, and myself were brought in to work on social media strategies, give feedback on the collection, and model in the AVA & VIV lookbook,” said Mason. “Though we were brought in once the first season’s collection was already designed and produced, the team was very eager to get our honest feedback on the styles and incorporate our likes and dislikes into future deliveries.”

And the best part is that the line, set to premiere in stores in mid-February and online on February 22, is to become a permanent and ever-evolving fixture on Target’s in-store floors and online at Target.com.

“[Plus women] rarely have the option to shop in person and try things on, so I’m very happy Target is dedicating more floor space to a youthful, fun, plus-size line. I’m also really excited about the price point, because I know so many women are looking for affordable, trend-driven options in their size.”

Well done, Target.

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