As a shopper who loves a good deal, I’ve been a Target fan for quite some time, but events of last year (like moving the plus size clothing out of stores and steadfastly refusing to extend sizes on designer collabs) gave me pause.  As over 60% of America is over a size 14, having a mass retailer ignore the majority of the women’s market felt downright disrespectful.  The addition of plus sizes to the next collab with Lilly Pulitzer felt like a step in the right direction.  When I heard that Target was working with some top bloggers to turn things around, I was even more hopeful.  Today’s announcement of the upcoming plus line Ava & Viv vindicated that hope:

I love that Target is working with bloggers like Gabi Gregg, Nicollete Mason and Chastity Garner, who have fashion forward views and are focused on style and what’s on trend, not boring, “flattering” black.  The pieces featured in the video are things I want in my closet, and the price range quoted in Target’s press release seems in line with their comparable straight size labels.  Even better, everything will be offered in store! And Chastity reports that the line will be offered up to size 4X.  It seems like they are really listening to customer feedback now, which is so exciting.

What do you think of the looks?  Will you be shopping Ava & Viv?