Target Announces New Plus-Size Line

And more importantly, will it be any good?

Image via Target

Image via Target

Whoa, looks like Target heard its detractors loud and clear. Following intense backlash (we discuss some of it here) over word that plus-size styles from the Lilly Pulitzer for Target collection will only be available online, the retail superstore announced they’ll be launching a new plus-size-only clothing brand Ava & Viv (the first new brand since 2008) that’s set to debut in mid-February. Sizes will include 14 to 26 and X to 4X and prices will range from a super-affordable $10 to $79.99.

The brand enlisted the help of plus-size fashion bloggers Nicolette Mason, Gabu Gregg and Chastity Garner to preview the collection in the video below. The verdict: It actually looks really cute. The prints are on-point; there’s a gorgeous pair of floral track pants; and the items pictured look like a cohesive Target collection.

Truth be told, it’s a step in the right direction. But in order for Target to truly embrace their plus-size clientele, they’ll need to stop treating them like second-class shoppers. That means not relegating the plus-size styles to the way-back with the maternity section, where they inevitably become intertwined, and ensuring that they keep the section well-stocked and continue to introduce new styles. Because, let’s be real, what’s the point of selling “trend-driven statement pieces” if, ya know, the styles aren’t on-trend?

For now, we’re psyched about the news. Let’s keep the ball rolling.