Target Launches Ava and Viv Plus-Size Clothing Line
Women spoke and Target listened.
— -- Plus-size fashion is popping up everywhere.
This year, Sports Illustrated magazine featured a plus-size model, Robyn Lawley, in its swimsuit edition for the first time ever.
"The average size of the American woman is size 14 and that accounts for a large portion of our population," said Lori Bergamotto, style director for Good Housekeeping magazine. "But it's been largely ignored by a lot of our retailers despite the fact that it's actually a multi-billion dollar industry."
Now, Target, one of the nation’s biggest retailers, is catering to the plus-size market with its new line, Ava and Viv.
Target went directly to some well-known plus-size fashion bloggers, Gabi Gregg and Nicolette Mason, to get the inside scoop on what women want.
Click HERE for a Sneak Peek at Ava & Viv, Target’s Plus Size Line
The department store also reached out to style writer Chastity Garner for her input after she wrote a letter to the retailer taking it to task for not offering plus sizes in one of its new designer collections. With her call for plus sizes in designer chic clothes answered, their relationship is now on the mend.
"It looks beautiful in my body type, in my shape," said Garner. "I'm just loving the clothes."
"It's really wonderful as a consumer to know that a brand is listening," said another plus-size fashion blogger, Nicolette Mason.
The line was created by Target’s internal design team and features nearly 90 pieces -- including tops, pants, skirts, sweaters, dresses, swimwear and outerwear. The items range in price from $10 to $79.
The line was launched on Feb. 9. Some pieces in the line will be available on March 1.
Two models appeared on “Good Morning America” on Wednesday to show some of the items included in the line. Here is more information on the looks.
Black Jumpsuit with Gray Blazer
-- Blazer, $34.99
-- The jumpsuit will be available March 1 at Target.com.
Ripped Denim Look
-- Cropped Denim Jeans, $34.99
-- The blouse will be available March 1 at Target.com.
