Target Launches New Plus-Size Clothing Line | NBC Chicago
Inc Well | Small Business Advice for Chicago Entrepreneurs
A how-to blog for Chicago business

Target Launches New Plus-Size Clothing Line

The line will be available on on Feb. 22 and will arrive in stores mid-February through March, the company said




    Target has announced plans to unveil a new clothing line designed specifically for plus-size women.

    The line, expected to arrive in mid-February, was designed by Target's in-house design team and features "stylish basics along with trend-driven statement pieces that fashionistas will love," the company said in a release Wednesday.

    Similar to Target’s other apparel line, the new AVA & VIV clothing will be updated monthly, with prices ranging from $10 to $79.99.

    “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,” Stacia Andersen, senior vice president of merchandising, apparel and accessories at Target said in a statement. “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.”

    As part of their latest line launch, the Minneapolis-based retailer enlisted the help of a blogger who once called for a boycott of the company. Chastity Garner, along with fellow plus-size bloggers Gabi Gregg and Nicolette Mason, were hired to help promote the line and give feedback on the newest collection.

    Last August, Garner announced she was boycotting Target after the company released their Altuzarra for Target collection.

    "Year after year, season after season, you put out these gorgeous designer collections and you almost never include a plus range. Every time each of these collections is about to be released it feels like a slap in the face," Garner wrote. “You may ask, ‘Is there any way I will take you back?’ I will take you back, when and only when, you include true plus sizes in your designer range collaborations. Until then, I will take my money elsewhere."

    The line will be available on on Feb. 22 and will arrive in stores mid-February through March, the company said.

    News breaks at inconvenient times.  Download the NBCChicago mobile app and have the news come to you. Watch live streaming newscasts, receive critical push notifications on the go and stay in touch with your city around the clock.