Kit Steinkellner
August 04, 2015 8:59 am

At the beginning of 2015, Target announced ‘Ava & Viv,‘ their first new clothing brand since 2008, a line that would be 100% dedicated to the plus-size market with sizes ranging from 14 to 26 and X to 4X. Target also enlisted three plus-size bloggers, Gabi Gregg, Nicolette Mason, and Chastity Garner-Valentine, to advise on the line as well as to model all the awesome clothes.

Six months later, Ava & Viv is going strong, the three ladies are back to inspire and model and all these increds fall looks are making us want to get our back-to-school shopping on, like, yesterday. For Ava & Viv lovers, you won’t have to wait long. As Racked reports, the fall line will drop in stores August 15th and will be available through October. Also, it looks like most pieces are in the $20-30 range, and it looks like basically everything is under $50, so major yays on that front.

The new brand is still learning and growing, and, as Garner-Valentine wrote on her blog, the fall collection was influenced not just by the fashion bloggers Target enlisted to consult, but also by the customer feedback the retailer received on the line.

“The first AVA & VIV collection for Spring 2015 was a good start, ranging in opinions across the board, from happy to disappointed,” Garner-Valentine writes. “I have a list of suggested improvements that I’ve been keeping on my own and from consistent critiques from you guys as well, which I’m looking forward to chatting about with Target’s internal design team later this summer when I visit HQ again. Thank you guys for your full range of honest critiques.”

It looks like Target is really listening to its customers and the experts on this one, because these looks are gorgeous as all get out (extra-special love to the pants in rad prints). Below, some of our fave looks:

For more, check out the entire fall lookbook over at Racked!

Related:

We’re seriously stoked about Target’s new plus-size line

TJ Maxx joins the plus-size revolution, reminds us that size inclusivity matters

(Images via Target Lookbook)

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