The Main Reason Target’s New Plus-Size Line “AVA & VIV” May Not Be Impressing You


Instagram nearly broke when three popular bloggers headed to Target’s headquarters on a secret visit a few months ago. The entire plus size community speculated and gossiped about what these girls were working on. I know, because I heard these conversations for myself (don’t you wish you knew that tea!)


Turns out Nicolette Mason ( Garner ( and Gabi Gregg (Gabi were not only starring in the look book for Target’s new plus size line, AVA & VIV, but also got a chance to consult on the new brand.


This is the first in-house plus size line that Target has ever done. And let’s dead the rumors immediately. These bloggers did not design any of these garments. They were brought in to consult after the design process was already completed.

We were brought in after the collection was made. We didn’t design anything. But we did give them our opinions, both good and bad. I feel it’s a great starting point. The clothes are youthful, bright and fun…and a lot better than Target’s previous selections. They were very open to constructive criticism. – Gabi Gregg

But for some reason it feels like we’re not excited and the buzz that you would think something of this magnitude would garner is not happening. I have a few theories though. One of which is that y’all just hating. Period. I mean, someone has to be the bad guy and say it.


It’s been a tough long exhausting rode for plus sized woman and you would think after all the complaining we’ve done we would be just a little excited that a brand answered and delivered. In a perfect world, right?! You can never please everyone, so I will digress.

My main theory (and the point to this post) is that the presentation of the other items NOT seen on a model aren’t visually wowing us. I know that it’s completely standard to showcase garments like this so I totally get it. Target may even be saving a few coins going this route. But in this case those plain frumpy photos of each garment not perfectly styled on/by Gabi, Chasity or Nicolette give this collection no life whatsoever. And I wholeheartedly believe this to be a pretty great start.


I personally think that if Target were to adopt some of the practices that retailers like Forever21 or MissGuided use, this collection would sell out in a matter of minutes. Dear Target! Go ‘head and hire someone (Gabi would be perfect) to style EVERY SINGLE PIECE!

Sometimes it’s difficult to see the greatness in something when it’s not covered in bells and whistles. I mean isn’t that why we love style bloggers like Gabi, Chasity and Nicolette. I’ve gone to their blogs on many occasions and gotten inspiration. I’ve purchased tons of pieces that I would have never bought on my own, just because they styled it up and made it look expensive and chic. And at the end of the day, don’t we all want to “look like a bag a money.” (Head nods and winks to the person who can tell me what song that is! I honestly don’t know.)

Well that’s the end of my rant.

AVA & VIV will be available in Target stores in mid-February through March and online at on Feb. 22. For now, you can get a taste via all 104 images from the new collection. Click any image below to start the slide show.

P.S. Every item costs less than $80.

[wpbgallery id=20377]



  1. carrie January 23, 2015 / 3:57 pm

    Hear hear! Well said.

  2. ida January 23, 2015 / 5:30 pm

    I’ve already picked my items to accent my wardrobe and honestly don’t see why others can’t use their imagination and see how all these great pieces could be added to their closet! YAY TARGET!

  3. Denise January 23, 2015 / 5:37 pm

    Yes Ty! Thank you for having the courage to say it! Nothing is styled; everything looks basic. Looks like we could get the same pieces at Wal-Mart. By no means trying to shade those who shop at Wal-Mart, however, does anyone really want to be known as a Basic Woman (really wanted to say the B word but, thought I might offend some)??? I would say very few. This collection appears to me that Target pulled something , just anything together to silence the roar of all of us plus sized women who were fed up with their minimal selections. So, sorry Target, but, not SORRY! You missed the mark. This will no more make me run to Target for fashions (either in store or online) than I did prior to this farce of a launch. Do us all a favor, consult with those that are going to wear and market your clothes PRIOR TO CREATING YOUR NEXT COLLECTION. “If” there is another collection…

  4. Ginger January 23, 2015 / 11:22 pm

    Great take on this whole thing! I think there are some pretty solid pieces especially basics like the tee’s and tanks. I hope they keep this collection around long enough to grow and get better.

  5. Angela C. January 24, 2015 / 9:19 am

    Exactly! Too much suspense and the line as presented does not sustain the excitement. Honestly, I only saw about two things that I couldn’t purchase elsewhere without waiting. #bullseyebumpintheroad

  6. simplybee January 24, 2015 / 1:11 pm

    Thanks for your always honest commentary

  7. BethShereyf January 24, 2015 / 1:42 pm

    when I heard about this I wasn’t excited because those three have similar styles and couldn’t possibly speak for all plus size women. I know that’s impossible to do anyways, but it would be nice to have more variety represented. It would also be great if Target worked on their plus size fitness wear. Looking at the pieces I’ve seen some of them already in the stores. Perhaps because I live where Target is headquartered. Not knowing this was part of some change I was not too impressed. I don’t like how Target cuts some of their garments.

  8. Teri January 26, 2015 / 1:01 am

    I’m sorry but I disagree with you. I shop plenty of other shops that showcase pieces that aren’t styled and I am more impressed than I am with this line. I really think everyone WANTS to love the line because three PS bloggers we love are affiliated. Hell I was eager to see what Target had up their sleeve. Even the pieces worn by Gabi, Nicolette and Chastity aren’t all that great. Target gave us some basic pieces meanwhile, Target is anything but a basic retailer. I can’t help but think they did this to shut us up. But I’m sorry it’s just not good enough. A lot of these pieces Target has already sold in the past. I will say I am very happy that 3 beautiful women were “put on” by a major retailer. That is a huge deal and will help their careers so I can’t be mad at that at all. But as far as Target and this line goes…they tried it. Big time.

    • Ty Alexander January 26, 2015 / 1:13 am

      The Target is clothing brand is designed for Middle America. It’s not a TopShop or a Forever21. So it falls in the basic category for me.

  9. milaxx January 26, 2015 / 10:30 am

    I agree with every single word you said! Personally I plan to support this and the Lily designer collab. Do I think either collection and how they are being sold are perfect? No! However I do think Target is honestly trying to reach out to the plus size community after making some series missteps in the past. I want to be able to get reasonably priced clothing at my local Target and I want Target to see there is a profit in it for them.

  10. IndigoSunshine January 26, 2015 / 11:53 am

    I haven’t really seen the “hater” part, most people think that the BLOGGERS look FABULOUS but the clothes are very blah. There was such a BIG buzz about the collection and then we see this 1999 Lane Bryant-ish “wear to work” “wear to shop at Target, Soccer Mom” clothing and it’s like awww…that’s it. It was just a let down. All of those bloggers are so much more fashionable than this line. There are a few key pieces that I might buy, you need a few staples in your closet but respectfully it was a let down.

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge