Target may be the next trendy spot for plus sized clothing.
According to Time, the retail giant announced Wednesday that the new Ava & Viv brand will be designed for “the plus sized woman who loves fashion.”
The line is designed by Target’s in-house team and will offer clothing ranging in sizes from 14W to 26W. They will also produce stylish clothing in sizes X to 4X.
Target’s new brand comes after a boycott was announced in August by blogger Chastity Garner due to the stores lack of designer collections in plus sizes.
The new line, set to be out in mid-February, is stylish and very flattering on the body. Target even invited Garner and two other plus size bloggers to sample the line in advance.
“It looks beautiful on my body type and my shape,” she said in a video.
Fast Company reports that the plus size demographic makes up 37 percent of United States consumers but only makes up 15 percent of the fashion industry’s sales due to the lack of labels who design for the market.
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