Target Brings Biggest Critics Onboard for New Plus Line, Ava and Viv
A couple of weeks ago Target announced their most recent collaboration – this time with the high-end Lilly Pulitzer line – sparking controversy as to whether or not collaborations of this type cheapen the reputation of upscale brands.
Recently – Target has become the center of controversy, again. The Lilly Pulitzer collection for Target boasted to be a vibrant, reasonably priced, and something-for-everyone collection – everyone, except for plus size women that is. When a Twitter user tweeted Target regarding the availability of the Lilly Pulitzer plus-size line, which was previously announced by Target, the company’s reply left many disappointed.
This is not the first time that Target has been criticized for its limited in-store sizing. In fact, just this past August, fashion blogger Chastity Garner detailed her frustration with the company, and her intention to boycott, due to its lack of plus-size options, on her blog.
But this time, it seems as though the company is actively listening and responding to the feedback they have received.
Target has excitedly announced the arrival of the company’s first plus-size fashion line, Ava & Viv. The line is set to arrive in stores and online beginning the 22nd of February. The plus-size exclusive collection will feature sizes ranging from 14W to 26W and from X to 4X. Ava & Viv will not only be available in a range of sizes, but it promises to prioritize fashion and provide clothing that women will love to wear. Moreover, Target has hired three fashion bloggers (including Chasity Garner) who have all previously boycotted the company for its limited plus-size selections, to weigh in on the Ava & Viv line. What better way to improve than to bring the toughest critics onboard? It’s refreshing to see a company listening to its customer base and trying to improve.