With the launch of the highly anticipated, Altuzarra for Target came an open letter. Chastity Garner of Garner Style described what felt to her like a “slap in the face” at discovering that the line only came in “standard” sizes and courageously stressed the sentiment many plus-sized girls across the nation have been holding on to season after season. This sparked a dynamic and desperately necessary conversation amongst the fashion community. Blog post after blog post went up, giving a voice to women who felt that the designer collaborations from Target didn’t necessarily seem aimed to target them. Our very own Christina Brown, founder and Editor-in-Chief of LoveBrownSugar.com wrote about her life “on the cusp” of being a plus-sized woman and the trials that come along with being a (gorgeously) curvy, girl wondering aloud “Am I plus-sized or nah?”
Target has now decided to actively participate in this dialogue demonstrating their respect and appreciation for the needs of their plus-sized shoppers by launching a new line called Ava & Viv.
The go-to retailer for budget conscious fashionistas has gone even further in its impressive attempt to be inclusive by extending an olive branch to plus-sized bloggers Gabi Gregg, Nicolette Mason, and even Chastity Garner herself by allowing them to preview, consult on, and model the Target Ava and Viv line.
The selections from the line, which will range in price from $10.00 to $79.99, will be continuously updated on a monthly basis as Target seeks to translate today’s trends into plus-sized offerings. Containing both “trend-driven statement pieces “and “stylish basics” this collection, will be designed to cater to all types of personal styles.
Christina attended the line’s Spring 2015 launch where she had a chance to chat with the ladies and get an up close and personal look at the vivid colors and flattering cuts including the jogging pant ($24.99) and the tulip skirt ($24.99).
Using bloggers in the look book for this line shows the brand’s commitment to including the everyday woman.
Fabulous though they might be, these ladies look like they would be just as at home waiting for the A train as they would be on the cover of a glossy magazine, an aesthetic that is sure to have serious appeal for the Target shopper.
Previously regaled to the fringes of the fashion industry the plus-sized market has recently been brought to the forefront. With the term “fatkini” retailers like Forever 21 and others have seized a new opportunity for swimsuit sales. The publishing industry has recognized fashion-forward plus-sized women as well, with Marie Claire and InStyle both carving out space for columns featuring style advice from plus-sized women. Hitting stores mid-February, Ava & Viv is just one example of how the digital space is connecting retailers and consumers and customizing the shopping experience.
Are you looking forward to the launch of Ava & Viv? What would you like to see next on Target’s sales floor?
Check out behind the scenes footage from the ladies shoot below:
-Keyaira N. Boone