--- title: Target Launching Plus-Size Fashion Line Ava & Viv description: On Wednesday Target announced Ava & Viv, a new fashion brand designed specifically for "the plus-size woman who loves fashion." canonical: https://time.com/3677316/target-plus-size-fashion-line-ava-viv/ author: Laura Stampler article:opinion: false article:content_tier: free article:published_time: 2015-01-21T22:58:19.000Z article:modified_time: 2026-10-01T09:02:35.613Z og:title: Target Is Launching a Plus-Size Fashion Line Women Actually Might Want to Wear og:description: "It's good to know that a brand is listening" og:url: https://time.com/3677316/target-plus-size-fashion-line-ava-viv/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4b58cd2be887125f/69877b29524fc04fa5dec0ca/screen-shot-2015-01-21-at-5-02-47-pm.png?branch=production&width=652&quality=75&auto=webp&crop=16:9 og:image:width: 652 og:image:height: 367 og:image:alt: Screen Shot 2015-01-21 at 5.02.47 PM og:type: article twitter:card: summary_large_image twitter:title: Target Is Launching a Plus-Size Fashion Line Women Actually Might Want to Wear twitter:description: "It's good to know that a brand is listening" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4b58cd2be887125f/69877b29524fc04fa5dec0ca/screen-shot-2015-01-21-at-5-02-47-pm.png?branch=production&width=652&quality=75&auto=webp&crop=16:9 ---  # Target Is Launching a Plus-Size Fashion Line Women Actually Might Want to Wear > Sponsored content. 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Worth Your Time is TIME's culture recommendation newsletter, edited by culture editor Eliza Berman. Each week it surfaces the books, shows, films and ideas TIME's editors think are worth your attention, and explains why. It is free at time.com/newsletters. #### Does TIME have a culture newsletter? Yes. Worth Your Time is TIME's culture newsletter, published weekly. #### Who writes TIME's culture recommendations? Culture editor Eliza Berman writes Worth Your Time, drawing on TIME's critics and culture desk. #### Is Worth Your Time free? Yes. It is a free newsletter available at time.com/newsletters. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-worth-2026q3/newsletters?i=cfe10691-e1c9-4d9f-bca0-5a29fd0a7a18&cr=time-nl-worth-2026q3-v1) ## Video: Target Announces New Plus-Size Fashion Brand [Watch (HLS stream): Target Announces New Plus-Size Fashion Brand](https://cdn.jwplayer.com/manifests/T9kasAnC.m3u8) (1:44)  _Published 2015-01-21. Target Announces New Plus-Size Fashion Brand_ by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Jan 21, 2015 10:58 PM UTC by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Jan 21, 2015 10:58 PM UTC In August, blogger Chastity Garner wrote a [compelling takedown of Target](http://garnerstyle.blogspot.com/2014/08/im-boycotting-target-altuzarra-for-target.html) — announcing her decision to boycott the retailer for failing to offer its popular designer collections in plus sizes. That boycott is coming to an end. On Wednesday Target [announced](http://www.abullseyeview.com/2015/01/new-target-plus-line-ava-viv/) Ava & Viv, a new fashion brand designed specifically for “the plus-size woman who loves fashion.” The line, designed by Target’s in-house team, offers clothing in sizes 14W to 26W and X to 4X and will be available online and in stores come mid-February. The retailer invited Garner and two other plus-size bloggers to its Minnesota headquarters to sample the line. “It looks beautiful on my body type and my shape,” Garner says in a video chronicling their visit. In spite of its far from perfect relationship with plus-size fashion — Target’s site [displayed plus-size offerings on maternity models](http://www.huffingtonpost.com/2014/01/06/target-plus-size-pregnant%5Fn%5F4548379.html) _and_ described a [plus-size dress as “manatee gray”](http://www.huffingtonpost.com/2014/01/06/target-plus-size-pregnant%5Fn%5F4548379.html) (the “normal” dress was “dark heather gray”) — its strategy thus far with the Ava & Viv line could actually teach other retailers about how to better approach selling plus-sized clothing. First of all, Target is emphasizing that the clothing line will make trendy design choices a priority. “This guest is really a fashion-forward woman who happens to be a plus size,” merchandising SVP Stacia Andersen told [_Women’s Wear Daily_](http://www.wwd.com/retail-news/mass-off-price/target-launches-ava-viv-plus-size-line-8126857). “When we put out pieces that stand out a little more, items that are more chic, more trend-driven and more statement in nature, they tended to perform.” Even though though the plus-size demographic makes up 37% of U.S. consumers, it only makes up 15% of the clothing industry’s sales because most labels don’t design for the lucrative market, _Fast Company_ [reports](http://www.fastcodesign.com/3041214/fast-feed/target-launches-new-plus-size-clothing-line). And when they do design plus-size clothing, the available styles are rarely fashion forward. “I am horrified by some of the clothes I find in the stores,” stylist Sal Perez explained told [_New York Times_](http://www.nytimes.com/2015/01/01/fashion/plus-size-fashion-moves-beyond-the-muumuu.html)when explaining her difficulties in trying to dress Rebel Wilson for her role in _Pitch Perfect 2_. “I don’t know anyone who enjoys wearing polyester.” Actress Melissa McCarthy decided to [launch](http://www.wwd.com/markets-news/ready-to-wear-sportswear/mccarthy-sunrise-team-for-fashion-line-8044208?navSection=issues) a fashion label after interacting with [six different designers who wouldn’t dress her for the Oscars](http://time.com/2827773/melissa-mccarthy-started-a-plus-size-clothing-line-because-nobody-would-dress-her-for-the-oscars/). Target is also selling the clothing at a reasonable price point, between $10 and $79.99\. This is a striking contrast to stores like Old Navy, who recently came [under fire](http://time.com/3580891/old-navy-women-plus-size-price/) for charging more for plus-size items. _Marie Claire_ contributing editor and plus-size blogger Nicolette Mason joined Garner to sample the line and also shared her thoughts in Target’s video. “It’s good to know that a brand is listening,” she said. ## Transcript [ MUSIC ] We're here today on the set of the look- book shoot for Avonviv. [ MUSIC ] We got the chance to visit the Target headquarters in Minneapolis. And while we were there we got to see the first look at the spring collection. And we also got a first glance at fall. We got to give some feedback on hemlines that we love, colors that we love, things that we don't want to see. I asked them to do like a cool track pant and ad a little blazer in some of the prints because the prints were so great I wanted them in like every different piece. It's really wonderful as a consumer to know that a brand is listening. We're shooting the spring collection, so they're really fun colors, bright textures. And I think the girl who will wear it is a girl who wants to be seen, and she wants to be noticed, and have fun with her clothes. I feel really fun in the clothes. Like very youthful, very flirty. When I look in the mirror, everything just comes together and it looks beautiful. And my, my body type and my shape, I'm, I'm just loving the clothes. I think the Ava and Viv Collection is super versatile. You can wear it from day to night. I think the target customer will love it. It. Just something for you to dress up or down. I personally love it for daytime. I like the more casual sporty look. And my favorite piece was the black and white striped tulip skirt. It just looks really great on the body. I can't wait to share the Ava & Viv collection with my readers. I know they're really looking forward to seeing what we're doing with Target and to have a brand new plus size line that Target has really put so much effort into is exciting for them. Thanks for watching Behind the Scenes at the Target Ava & Viv shoot. 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