January 21, 2015

{STYLE} Announcing Target's New Line... AVA & VIV



Video via A Bullseye View

So following this morning's piece in Womens Wear Daily (OMG, I'm in WWD), the cat is out of the bag: this morning Target has officially announced their new plus-size collection, AVA & VIV. Many of you have pieced together parts of this story through little teasers on Instagram, Twitter, and Facebook - but it is with a lot of excitement that I finally get to share this enormous secret I've been keeping: plus-size fashion is returning with a vengeance at Target. I was contacted by the team at Target a couple of months ago to come in to refine parts of the collection, work on social media strategy and promotion, and give feedback on how future seasons can expand and grow to cater to their plus-size customers in a more concerted way than ever before, (and I'm joining Gabi & Chastity in this effort). I had the opportunity to go to Minneapolis and visit the Target headquarters in December (it was a balmy 30-degrees; practically spring temps for Minnesnowta), see the first couple of deliveries as well as what is to come (great swimwear! coats! colorful textures and patterns!) from their all new in-house designed line.

That the line is designed in house is probably the biggest coup when it comes to Target's endeavors in plus. Previously, and by their own admission, the collection was all over the place - and the pieces were shopped from the marketplace leading to a disjointed, mish-mosh of inconsistent styles and sizes. Now, the collection works together as a cohesive capsule to mix and match from, with pieces that honestly do work from day to night and work to weekend. The intention is to find pieces that stand out and mix well into a foundation wardrobe - though you can find great essentials like black ponte pants and v-neck fees in a wide array of colors from AVA & VIV, too.  

There are lots of hits in the collection (the joggers, white & black contrast trousers, great tencel and indigo pieces, and a khaki anorak that I love), and other pieces that just aren't me (my longterm fear of palazzo pants is still standing), but what I'm most excited about is knowing that there's an incredibly passionate and talented team working hard to do this right - with all the trials, errors, hits, and misses, that come along with that. AND - more broadly - that there are more options for women who are sized out of 0-12 collections to shop for affordable, on-trend pieces that are differentiated from the never-ending sea of basics. Full disclosure - Gabi, Chastity and myself came in too late in the game to give feedback on the design for their first run of production, but the team was really eager to get our honest input on what worked and what absolutely did not, so that they can steer future deliveries in the right direction, (and trust me, we went IN). It means a lot to me not just as a person in the industry but as a customer to know that the brand is actually intent on listening and learning from their mistakes with designing the line. So many brands and designers exist in silos and only ever integrate feedback from their own internal teams, but the people behind AVA & VIV (a pretty incredible team of designers, fit experts, textile designers, and design innovators from across fields) want to know where they've gone wrong - and they're fully aware of the many missteps with plus in their history. 

Down to the nitty-gritty details: with this initial launch, landing IN STORES (finally) mid-February and online February 22nd, you can find apparel up to sizes 26 & 4X, and trust me the stuff in the pipeline for AVA & VIV is even better than this initial launch (though I'm definitely wearing those joggers, chambray, and indigo pieces ASAP.) Prices will start at $10 and go up to $79.99, and there are 90-pieces in their first couple of deliveries - which means I've literally only seen a small fraction of the physical pieces, so far - and am excited to see the rest! 

By the way, Gabi, Chastity and I also got to model in the AVA & VIV look book - styled by fellow #TeamMC editor and all around renaissance woman Zanna Roberts Rassi. I can't wait to see it!!! 



Thank you to Target for sponsoring this post.
All thoughts and opinions are my own. 


28 comments:

  1. Skyscrapers and Palm TreesJanuary 21, 2015 at 11:13 AM

    omg!! 90 pieces! That is insane and is making me so so excited for this collection and for upping my fashion game. ;) -alex

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  2. Congratulations! I am very excited to hear this.

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  3. I am so excited to see this! Target has needed to step their game up for a long time. I'm really excited to be able to try pieces on IN THE STORE!!

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  4. This is so awesome. I can't wait to see the collection. I'm so glad you, Gabi and Chastity have entered into the fashion discussion. You gals are doing such a tremendous job.

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  5. WOOO HOOOO! Go Target, thank you for this, and I am thrilled you two were a part of this! <3

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  6. So happy the cat's out the bag!!! And it's about time! I barely shop at Target for clothing, even as a past Target manager eons ago! Great to hear they're going this route! Can't wait to see the pieces!! Much congrats to you Miss!!! Couldn't have picked a better trio of bloggers!!!
    xoxo
    Sandee
    http://www.CurvEnvy.com

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  7. So, so excited for this! I'll be sharing this with my readers, too, so my friends down here in Alabama will be ready to SHOP in February! This is great news & I appreciate all you, Gabi and Chastity do as champions for us plus-size women! Thank you!

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  8. Bernadette ReineckeJanuary 21, 2015 at 1:13 PM

    This is ridiculously exciting!

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  9. I'm SO excited about this! Finally a ps line that will be everything I'm dreamed of at Target! I'm so happy for you girl - this is awesome!

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  10. Is there anything in this collection that is not polyester? The last collection for plus wasn't bad stylewise, but I refuse to wear polyester jeans and sweatpants. I honestly think the quality is what killed it. The fabrics were disgusting. If this is more cute low quality clothing I'm going to take another pass.

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  11. I'm so excited to see the news! The video and preview images look amazing. Thank you for keeping us informed on what's going on. I'm a huge Target shopper for everyday life so I'm beyond happy they have heard the cry of the plus size woman! I can't wait to see it in store! Oh and you ladies look amazing!!!

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  12. you amaze me!! congrats!!

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  13. Carol Parker WalshJanuary 21, 2015 at 2:29 PM

    Thanks for sharing this! So excited to see what they will come out with.

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  14. You go, Target! This is incredible news. They sure picked some stylish bloggers to get opinions from. ;) I have no doubt this will be nothing short of amazing!

    -Hannah
    www.theoutfitrepeater.com

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  15. Hopefully they'll offer to those of us TALL plus sized ladies. It's so hard to find fashionably fierce clothing as it seems all designers cater to the short and round and not the tall and curvy. We'll see what they offer.

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  16. Thank you for this! They had really fallen off the market for having any plus size presence in the store since Mossimo. I used to shop there so much, but then there was nothing of quality there consistently! I am excited to see the collection and have in store options again!!

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  17. Lawd, I can't even deal with how excited I am.... thank you thank you for leading the charge! And thanks to Target for hearing us!

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  18. 'Bout damn time! Target hasn't been getting my dollars for some time, but I will definitely check this new line out. You girls look gorg!

    http://www.demesurees.com/

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  19. yay soo excited can't wait...

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  20. Congrats Nicolette! The video came out so nice and the line looks great!

    xo,
    Melissa
    MissyOnMadison.com

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  21. i agree that that's the best part!!! so excited to see how it's merchandised in store

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  22. Oh perfect. Just in time for Target's Canadian exit. *weep*

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  23. Will they carry 4x in stores? They stopped selling 4x in stores last year and it is only available online for their other clothes which I don't understand, why only have one size online only? I hate not being able to try on clothes in store so I have stopped shopping there but would love a new option from them.

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  24. Brilliant news (even if I am in the UK and it's not relevant to me). I'm just so glad to see a big company taking these steps and involving you ladies in a giant, plus size venture. It's so infectious to hear you so excited and passionate about it too, it definitely rubs off.

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  25. I am curious to see how it looks and feels in store!

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  26. I was so psyched when I heard about the collection but after looking at it, it's very disappointing. Sorry, but where's the big overhaul? It's mostly more sloppy, neutral-toned basics and loud patterns, the same thing you can find just about anywhere. There's not a single sophisticated piece in the whole collection and very little that's flattering to a plus-sized figure. The Emperor (or, in this case, the Empress) has no clothes.

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