Ava & Viv Target Sizing: Does It Run Big? A Complete Guide

Understanding Ava & Viv's Sizing Philosophy

Ava & Viv, Target's plus-size line designed for sizes 1X-4X, takes a more generous approach to sizing compared to many mainstream retailers. This isn't accidental – it's designed to provide a comfortable, relaxed fit that accommodates the natural curves and movement of plus-size bodies. However, this philosophy can catch shoppers off-guard, especially if they're accustomed to the tighter fits of brands like ASOS (known for their body-conscious plus-size styles that run true to size) or H&M (whose plus-size range tends to fit more snugly in European sizing).

The brand's fit model appears to prioritise comfort over body-skimming silhouettes, which means their 1X often feels more like a generous 1X-2X from other retailers. I've noticed this particularly in their blazers and dresses, where the extra room in the torso can create an unflattering boxy appearance if you don't size down appropriately.

Where Ava & Viv Runs Large: The Key Areas

Tops and Blouses

The most significant sizing discrepancies appear in Ava & Viv's tops. Their blouses and casual tees consistently run 1-2 inches larger in the bust than the size chart suggests. If you typically wear a 2X in M&S (which tends to be quite true to size in their plus-size Curve range), you'll likely find Ava & Viv's 1X gives you the same fit with more breathing room.

Dresses

Dresses are where sizing down becomes crucial. The A-line and shift styles particularly benefit from choosing one size smaller than your usual, as the extra fabric can overwhelm petite plus-size figures. However, their bodycon styles tend to run more true to size, similar to what you'd find at Coast or Phase Eight.

Outerwear

Jackets and cardigans from Ava & Viv are designed with significant layering allowance. This works beautifully if you plan to wear chunky knits underneath, but can look oversized for transitional weather pieces. Compare this to Monsoon, whose plus-size jackets offer a more tailored fit right off the rack.

Smart Shopping Strategies for Ava & Viv

Read the Reviews

Target's online reviews are goldmines for sizing intel. Look specifically for comments from shoppers with similar body types to yours. I always recommend reading at least 10 reviews before making a decision, paying particular attention to mentions of fit in the bust, waist, and hip areas.

Compare Across Categories

Not all Ava & Viv pieces run equally large. Their structured pieces (blazers, tailored trousers) tend to run larger than their knit items (jersey dresses, casual tops). This is similar to how Next approaches their plus-size sizing – structured pieces allow more room for alterations.

Consider the Fabric

Stretch fabrics in Ava & Viv tend to be more forgiving and true-to-size, whilst woven fabrics often run larger. This mirrors the approach taken by premium brands like Me&Em, where fabric choice significantly impacts fit.

Alternative Brands for Better Sizing Consistency

High Street Champions

If Ava & Viv's sizing inconsistency frustrates you, consider Zara (their plus-size range runs remarkably true to size), COS (minimalist designs with consistent European sizing), or Mango (excellent for workwear pieces that fit as expected). For more accessible options, River Island offers plus-size pieces that rarely surprise you with unexpected fit issues.

Premium Picks

For special occasions when fit is paramount, invest in brands like LK Bennett (impeccable tailoring in their plus-size occasionwear) or Whistles (limited plus-size range but incredibly consistent sizing).

Unique Finds

Don't overlook independent brands like Anna Scholz (German designer creating sculptural plus-size pieces with precise sizing) or Scarlett & Jo (British brand specialising in vintage-inspired plus-size fashion with excellent size charts that actually match the reality of their garments).

My Professional Styling Tips

When shopping Ava & Viv, always order two sizes if you're buying online – your usual size and one size down. Target's return policy is generous, and this approach saves you the disappointment of an ill-fitting piece arriving for an important event.

Pay attention to the item's intended style. If it's meant to be oversized (like their boyfriend-style cardigans), stick to your usual size. If it's intended to be fitted (like their pencil skirts), definitely size down.

Consider your personal style preferences. If you love relaxed, comfortable fits, Ava & Viv's generous sizing might actually work in your favour. If you prefer more tailored silhouettes, you'll consistently need to size down and possibly seek alterations.

Never Guess Your Size Again with tellar.co.uk

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The Bottom Line

Ava & Viv does run large, but understanding where and why helps you shop smarter. The brand's generous fit philosophy works wonderfully for comfortable, everyday pieces, but requires sizing down for more fitted looks. Remember, the goal isn't to fit into a particular size – it's to find clothes that make you feel confident and comfortable.

With tools like Tellar taking the guesswork out of online shopping and a better understanding of how different brands approach plus-size sizing, you can build a wardrobe that truly fits your body and your style. After all, the perfect fit isn't about the number on the label – it's about how fabulous you feel wearing it.