Fresh off the heels of its Lilly Pulitzer plus-size controversy, Target is taking measures to prove that the brand can be inclusive for women with fuller figures.
The retail giant is launching Ava & Viv, a plus-size collection that was developed with—get this—a Target shopper who once boycotted the brand when its Altuzarra capsule collection failed to offer sizes over 16. The line, which launches next month, marks the first in-house apparel collection in decades for Target, and also its first apparel launch since 2008. Sizes for the new collection will include 14W to 26W and X to 4X.
"We have an opportunity to provide a better experience to the plus-size guest. The experience will be much more distinct and much more compelling. We can increase our share of the market and become more distinct and declarative by offering something that we feel doesn't currently exist," Senior Vice President of Merchanding Stacia Andersen told WWD.
Ava & Viv was created with the input of three plus-size bloggers, two of whom have spoken out about the retailer's limited sizing options for certain collections in the past: Nicolette Mason (who writes for Marie Claire), Chastity Garner (the Altuzarra for Target boycotter and creator of Garner Style) and Gabi Gregg (who helms Gabi Fresh). In a unique twist, the three bloggers are also models for the new line.
The spring collection will feature a variety of closet staples, including dresses, skirts, tops, denim, swimwear and outerwear. Prices are from $10 to $79.99—a fair range for the everyday Target shopper.
All's well that ends well: It seems that the retailer heard the call for more options, and listened.