Target hires bloggers to push plus-size line

Target may have ruffled some feathers in the past with what some considered a lack of plus-size offerings. But the retailer seems to be making up for it now.

Target says it is launching a brand new plus-size line, Ava & Viv, which will be sold both online and in stores starting on Feb. 22.

“Target is synonymous with great design, and with the launch of Ava & Viv, we’re stepping up our fashion game for our plus-size guests,” said Stacia Andersen, senior vice president, merchandising, apparel and accessories, Target. “From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests.”

While this is not Target's first foray into plus-size fashion, the news does signify a new direction for the store. Not only does Ava & Viv boast a broad range of sizes, it was also created with great style in mind, something that previously seemed like less of a priority for the brand.

In fact, the company went so far as to hire three fashion bloggers, Nicolette Mason, Gabi Gregg and Chastity Garner (who previously boycotted the retailer for its lack of plus options), to offer their opinions on the collection, promote it and star in its look book (see them at the photo shoot here).

"One team works on design, fit and trends. We’re staying abreast of the trends and how to interpret the trends for the plus-size market. This one brand, Ava & Viv, will serve as our centerpiece in all of our stores," Andersen added.

The collection will be updated monthly, and prices range from $10 to $79.99.