Target made two fashion announcements recently, and one is their design partnership with Lily Pulitzer and the launch of their plus size clothing line called AVA & VIV.
Arriving in mid-February, the line is designed by Target’s uber chic in-house design team and features stylish basics along with trend-driven statement pieces that fashionistas will love. Similar to Target’s other apparel lines, AVA & VIV will be updated monthly, and with prices ranging from $10 to $79.99, you’ll be hard pressed to buy just one piece.
“Target is synonymous with great design, and with the launch of AVA & VIV, we’re stepping up our fashion game for our Plus-size guests,” said Stacia Andersen, senior vice president, merchandising, apparel and accessories, Target. “From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests.”
The limited-edition Lily Pulitzer collection will feature 15 exclusive prints, which are original works of art, created by Lilly Pulitzer artists specifically for this modern collaboration. Available exclusively at all Target stores in the U.S. and Canada and on Target.com beginning April 19, the 250-piece collection includes apparel, accessories and shoes for women and girls, as well as home accents, outdoor entertaining accessories, beach gear, travel essentials and more.
“This spring, we wanted to offer our guests a collection that embraced color, print and pattern in a bold, fresh way,” said Stacia Andersen, senior vice president, apparel and accessories, Target. “As we started to think about the perfect partner to collaborate with, Lilly Pulitzer was the clear choice given the brand’s inspiring heritage, authority with print and pattern and resort-chic aesthetic.”
Pulitzer created kicky printed shift dresses to wear while working at the her juice stand because the patterns camouflaged the juice spills beautifully. Catching the eye of more than one passerby, including the likes of Jackie Kennedy, Lilly started selling her dresses at her juice stand, and American resort wear was born. Since then, Lilly Pulitzer has evolved into a brand that stands for boldness, individuality and optimism — every day’s a beach day when you’re wearing Lilly!