All my life I have felt frustrated when I shop because I don’t feel like my body shape and size looks anything like the store mannequins. In the past, this has made it hard to figure out whether the styles will look good on me or not. Lately, that trend has begun to change—and happily, one of my all-time favorite stores (yes, Target!) is leading the charge!

Target has just announced the nationwide launch of a brand-new plus-size clothing line, AVA & VIV, designed just for the plus-size woman who loves fashion and appreciates a good deal.

Read on to learn more about this exciting spring launch!

About AVA & VIV

AVA & VIV is the brainchild of Julie Guggemos, Target’s resident trend-spotting senior vice president of product design and development. Credit for Target’s growing reputation as the “big box queen of affordable chic” lands squarely at Guggemos’ door, and her new line is clearly “dressed to impress.”

Prices range from $10.00 to $79.99, making AVA & VIV an affordable way to build or add to your plus-size wardrobe.

AVA & VIV endorsed by top fashion bloggers

AVA & VIV is endorsed—and modeled—by three of the top plus-size bloggers in the fashion industry.

Nicolette Mason, Chastity Garner and Gabi Gregg all visited Target’s Minneapolis headquarters to preview and model the new looks in advance of the launch.

In a word, all three bloggers RAVE about AVA & VIV!

As Nicolette shares:

We got to give some feedback on hemlines that we love, colors that we love, things that we don’t want to see…it’s really wonderful as a consumer to know that a brand is listening! We’re shooting the spring collection, so they’re really fun colors, great textures, and I think the girl who will wear it is a girl who wants to be seen and she wants to be noticed and have fun with her clothes!

Note: Nicollette is also a contributing style editor at Marie Claire.

Mix and match trendsetting fashion at its best

Perhaps best of all, many of the pieces in the new AVA & VIV line can be mixed and matched, so you can create a new look every day without needing a spreadsheet to keep track of your closet’s inventory!

Check out some of our favs from the new Target lookbook (all modeled by Nicolette, Chastity, and Gabi!).





AVA & VIV: Target's New Plus-Size Clothing Line Features Uber-Chic Trendsetting Styles!