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Yesterday I was invited to a very special preview of the new plus size line in Target (Australia): bellecurve.

I have been hearing whispers of a revamped plus line for months – something that catered to the younger curvy market. It could not have come at a better time for Target as their straight size line seemed to be taking leaps and bounds forward, and poor Moda seemed to be left a bit behind.

So what can you expect to see in store? Well I’m glad you asked as I took my iPhone along and have some pics of my favourite pieces to show you. Not only that – I have a $50 gift voucher to give away so that you can purchase
some of the new line for yourself!!

The line is energetic – with attention paid to the little details – from the fully lined dresses to perfect touches of embellishment. Available in sizes 16 – 26, the full range will be available online and in metro stores, with selected items in regional stores.

The first collection – officially launches on the 4th November (but available in some metro stores right now) and is all about taking your look from the Office to Out on the Town. The pricing is excellent – on par with the high quality straight size lines at Target. Starting at $49, the most expensive piece in the first collection is only $79!

20131031-210950.jpgKaleidoscope Body Con Dress $69
This dress has black jersey sides with satin front and back mirror print panels. Zipper closure at the back.
The fit of this dress was pretty good. In my opinion, it’s in-between Target’s straight size 16 and 18. It’s similar to an XS in City Chic, or a 14 in Autograph.

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20131031-211204.jpgGlamorous Life Sleeveless Blouse $49
This one comes with a black singlet underneath, which I did not put on. The sequin detail on the shoulders is beautiful. The sizing is generous on this one – I’d say on par with a 20 from the straight size collection with a loose fit. The skirt in this photo is not from the collection.

20131031-211101.jpgLolitta Dress $59
I loved this dress! The length was great, the stud details were beautiful. As its a tie waist, the fit was easy and so you can’t really get that one wrong. Fiona Faulkner (bellecurve Brand Ambassador and all round beautiful gal) is also wearing this dress in the picture below.

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20131031-211135.jpgMetallic Isabella Top $49 and Dazzle Me Pencil Skirt $59
This is my favourite combo from the collection. This top is super oversized (I’m wearing the 16) so I tucked it in so I could get a better fit. The skirt is my absolute absolute favourite! I need it in my life so badly. The Ponte fabric has a nice stretch to it, and the sequins are matte sequins so they are perfect for a little bit of day bling… Without looking like you’re doing a walk-of-shame.

20131031-210959.jpgKaleidoscope Dream Maxi $79
The underdress is knee length and the chiffon one-shouldered overlay has a sexy split up one side. The colours are fabulous – although I have added a waist tie to give me a better shape – please note, the dress does not come like that. The one shoulder is batwing and it has a beautiful drape. I’m wearing a 16. It was slightly too big on top. In my opinion, slightly larger than a City Chic XS – on par with an Autograph 14, or 18 in the straight size lines at Target.

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20131031-211050.jpgGlamorous Life Sequin Dress $79
This is a stunning dress and easily the best value piece from the collection. On par with a City Chic XS or in-between a 16 and 18 in the Target straight size lines. I’m wearing a size 16 and it was perfect. Other girls found the fit better when they sized up. As you can see – it looked pretty darn fabulous on everyone! I’m twinning it up with Lisa above.

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So what didn’t I try on… Well I tried everything on, but just didn’t photograph it all. Oversize/drape-y tops are not really my style. The Zoe Pants were not a great fit on me – the calves were too small, and the waist was too big. I tried on the 16, which was the smallest size in the line, so that was a bit disappointing. The Maxi skirt in Ponte was great – nice sexy split – I loved the straight cut which is quite 90s and so bang on trend at the moment. Oh, and then there was the most spectacular sequin bolero. This is a MUST BUY for only $59. It would be fabulous value for twice that – so quite unbelievable for the price. Satin seams and lines so no scratching, the embossed sequin design was fabulous. Can’t wait to head into Target to pick myself up one!

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Sizing
In terms of a relative sizing guideline overall for this line (for my bodyshape/in my experience) I would say the size 16 in the bellecurve range would be equivalent of: Target straight size 18; City Chic XS or an Autograph 14; slightly smaller than an ASOS Curve 18 – more on par with the ASOS straight size 18; similar to an 18 in stores like Katies, Suzanne Grae or Sussans. For an inbetweenie like myself, it was disappointing to see that they went with modified (sometimes called vanity) sizing. There are plenty of lines in Target which are not big enough for me to fit in, and yet, some of the items in this line were a little too big. It leaves a portion of the market stuck somewhere in-between the lines available. Straight size line too small, plus size line too big. If I had one wish for future lines it would be to close that gap. With an increasing portion of the population buying online – sizing inconsistency is bad enough between the different retailers – but when it’s between lines in your own store – it will discourage people from buying online. There is only limited release in regional areas, so many women will have no choice but to try and buy this beautiful collection online. I’d just love to see some of the guess work taken out of buying online. Target is really focussing on delivering some great high street fashion – some sizing consistency across all of the great lines would be icing on the cake.

So what’s next for bellecurve?
New stock will be dropping every 8 weeks – and I could not be more excited about the story board for the next collection: Summer Adventure… I snapped a picture so you too could get a peek at what’s next. I will be lining up for the Angled Love Striped Bodycon for $59, the Aztec Adventure Tunic $49 and the Panel Print Floral Top with embossed PU details for $49!

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Would you like to win a $50 Target Gift Voucher?

This competition is now closed. Winner to be announced on the Terms and Conditions Page.

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30 thoughts on “bellecurve: Target plus size line

  • November 1, 2013 at 9:23 am
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    Hi there all the new stock looks amazing but my fav is the Aztec Adventure Tunic $49 i would wear it out to dinner :)

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  • November 1, 2013 at 9:25 am
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    The Lolitta dress. Such a cute dress and looks like it would look good on any size/shape. I’d wear it to a 21st I have coming up, or to the theatre in January.

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  • November 1, 2013 at 9:39 am
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    I want to win this challenge! LOL!

    If I had to choose which piece I would buy first, it would have to be the Lollita Dress and here’s why:
    – I love the versatility of the dress – dress it up, dress it down, it can be suited to all occassions! For me, the dress is a great Friday work staple for me. As a teacher, the neckline and the length of the dress is appropriate enough to wear to work but also sexy enough to go straight to a cocktail bar afterwards and enjoy a few drinks with the girls. It doesn’t need much accessorizing because the studs on the sleeves and the belt itself make up for that, so all I have to do is throw on a great pair off earrings to match the dress, re-touch my makeup, let my hair out and swap my teacher flats for some gorgeous wedge heels and I’m done!
    – I also am beginning to love my body and wearing shorter length dresses around. The length of this dress is the perfect confidence booster for me. I also love the sleeves on the dress because it means I don’t need to wear a cardi with it, it is perfect on it’s own.

    Overall, this dress would be my first purchase because it can be worn in different ways and then my next one would be the Metallic Isabella Top because I just love oversized tops – especially off the shoulder! :)
    Anne recently posted…OCTOBER!My Profile

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  • November 1, 2013 at 9:44 am
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    Jo you look beautiful as always.
    Out of all these beautiful items that I’m so excited to see in target, I would travel over 100km to my closest target (live in rural victorial) to chose the Glamorous Life Sleeveless Blouse $49 for my 27th birthday that is coming up in late november. Wich involves a food tour around the Melbourne cbd (so need to look amazing sitting in wonderful restaurants that Melbourne has) to then dancing my booty off on a dance floor after (so need something light and moveable to rock out my amazing dance moves)

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  • November 1, 2013 at 9:46 am
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    That gorgeous Aztec skirt – and where wouldn’t I wear it? I reckon I could take it to work and then jazz it up for post-work dinner out with the girls. Very excited about this range!!!

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  • November 1, 2013 at 9:47 am
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    Thanks for the post, Jo. I’m very excited. The first item in my wish list is the sequin bolero because I’m having a picture of myself wearing it with black tube and black skinny jeans out and about having fun during my upcoming trip to Thailand. I can’t wait to have my hand on the piece!

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  • November 1, 2013 at 9:50 am
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    Ahhh Jo you look fantastic in absolutely everything you put on your body!! So glad to finally see Target shaking things up a bit with their plus size range- as I’m only in my early 20s it’s hard to find stuff that doesn’t look like something my mum would be wearing, and CC is so expensive sometimes.
    I absolutely love that sequin skirt and especially the lolitta dress- I’m about to start prac teaching and whilst I’m pretty confident in my dress style, the old rules seem to stick around for teachers, so I need to make sure I’m a bit more modest with hemlines and bust lines- that dress ticks all the boxes!
    Xx
    Alusha recently posted…Aussie Curves- RetroMy Profile

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  • November 1, 2013 at 10:25 am
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    I like the Kaleidoscope Body Con Dress $69. I can add a blazer and wear it to work.

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  • November 1, 2013 at 10:26 am
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    Wow! Everything looks awesome! I would definitely start with the Kaleidoscope Dream Maxi. It seems like it’s perfect for those summer get togethers. Great for during the day, and can dress it up for night. Plus, the colours are awesome.

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  • November 1, 2013 at 10:37 am
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    I must must MUST have that kaleidoscope body con.
    My work clothes are boring, but this would add a big splash of fun colour, and I could wear it through December so I can go straight to after work Christmas drinks and still look dressed up.

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  • November 1, 2013 at 10:54 am
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    This range is amazing and I seriously hope to add multiple garments to my wardrobe but without a doubt the first piece on my wish list is the Glamorous Life Sleeveless Blouse.

    Currently I don’t own any blouses, although I have been looking and this one ticks so many boxes.

    I love that it could be dressed up or down, I could pair it with some skinny jeans during the day or rock it tucked into a gorgeous skirt (like Jo) for evening cocktails with the girls.

    I love that it does come with a singlet underneath for more modest occasions, but it still looks amazing with a bit of cheeky bra showing!

    I love that it’s black, I can wear it with a bright coloured skirt or accessories to make the outfit pop!

    I love the sequin detailing on the shoulder, it gives the blouse a feature instead of just being black which means the blouse can be a statement piece on it’s own.

    I would wear this anywhere! I’d love to wear it to my family Christmas! For some reason I always end up feeling frumpy on Christmas and I believe this would make me feel amazing!

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  • November 1, 2013 at 1:45 pm
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    I love the dress that you’re wearing with Lisa…I’d wear it to my wedding anniversary dinner that’s coming up. I’m an inbetweenie like you…sometimes I think it’d just be easier to walk outta the house naked then spend hours trying on size 18s…that aren’t “really” an 18 at all!
    Mel recently posted…Aussie Curves – RetroMy Profile

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  • November 1, 2013 at 2:06 pm
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    Kaleidoscope Body Con Dress – I LOVE this! I’m heading to Bondi Junction Target now, hope they have the range in. I would wear this on a night out and possibly to work. Depending on where I’m working. I’m a temp so the company/industry is always changing. You look fab in these photos Jo. I think we’re probably about the same size so I get excited when I see you looking so fabulous that hopefully the pieces will look as good on me :)
    Steph x

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  • November 1, 2013 at 2:15 pm
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    Wow, I am really impressed by the line. Hopefully we will get some in our local regional store.

    I love, love, love the Kaleidoscope Dream Maxi. You can always dress a maxi up or down therefore very versatile for day or night, I am loving the colours and as I nearly always black it will be a nice change and I will always go for a one shouldered dress.

    It’s like it was designed with me in mind.

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  • November 1, 2013 at 5:24 pm
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    This range has been much anticipated for me as i loved and bought some of the pieces when the range was stocked at myer. Last night i bought myself the dazzle me pencil skirt and the glamorous life sequence dress both pieces are absolutely stunning and make me feel like a model with heaps of self confidence to strut my stuff. My local target did not have the kaledescope maxi dress but that is a piece i am on the hunt for. And already planning what i am going to buy from the next release in Janurary. This is one very happy curvy fashionista :-)

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  • November 1, 2013 at 5:27 pm
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    Definitely the Lolita dress, that thing looks so effortlessly chic. Like, “oh this? Yeah, I just threw it on”. I would wear it to a family barbeque, or a double date with my husband and friends.

    Thanks for taking such great pictures of the outfits — they looks so much better on you than in the concept pictures. I’m actually quite excited by this collection now!
    Alexandra recently posted…Shop What You Got: Day 1My Profile

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  • November 1, 2013 at 6:00 pm
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    I would buy the Metallic Isabella Top. I’ve never purchased an over sized top but this looks amazing tucked in to a black skirt, and i think its about time i break free from the ‘norm’.
    I think it will be a great item for a casual outing or to dress up.
    I would wear it out next Saturday for a planned girls night as i only went shopping last night and couldn’t find a dressy top, i even went to Target (funny that)!

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  • November 1, 2013 at 9:29 pm
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    Such a babe Jo! Clearly I am too easily distracted by shiny things as I barely took any pictures!

    I found the pants fit me well, but we’re too low riding for me. I like my pants high cut!
    Sunny recently posted…The Navabi Curvy Blog AwardMy Profile

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  • November 1, 2013 at 9:41 pm
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    Body Con Dress is obviously a fav and maybe the dazzle me pencil skirt because you can never have too many of those – but I think the Maxi skirt with the split would easily be my choice. Pair them with my docs? I’m really loving the whole collection, and the next one too…
    Pammymela recently posted…Aussie Curves – RetroMy Profile

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  • November 2, 2013 at 2:31 am
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    I’d love to have the Lolitta dress. I’ve recently lost some weight (though still plus size) and really need to update/replenish the wardrobe. This dress would be a perfect addition.

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  • November 2, 2013 at 6:48 am
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    Hands down, my favourite from the collection is the Kaleidoscope Dream Maxi dress. The print itself matches my bubbly and outgoing personality and will get lots of wear of summer parties and my long waited trip to Fiji in January! I would also wear it for my last days at uni this year, embracing the warmer weather. This dress will definitely be added to my wardrobe this season!! :)

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  • November 2, 2013 at 7:59 am
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    Awesome post! So good to see the clothes on someone, rather than hanging on the rack. I’d love to get my hands on the Kaleidoscope Body Con Dress. It would be perfect for all the functions and events that are just around the corner, now that the Christmas is well and truly on its way!
    Kirsten Smith recently posted…Happy HalloweenMy Profile

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  • November 2, 2013 at 9:37 am
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    I would so rock the Glamorous Life Sequin Dress at my work xmas party and maybe even venture out of my comfort zone and wear the Sequin Bolero for matchy matchy :-) Can’t wait to check this line out next week!!!

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  • November 2, 2013 at 5:13 pm
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    Im pretty sure I could dazzle in the Dazzle Me Pencil Skirt..
    I would wear it just about anywhere including work and out for dinner..

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  • November 2, 2013 at 7:45 pm
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    I have a few favourites, but I think the zip me up skirt will be the most versatile. Can go from work straight to after work drinks. I need it now!

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  • November 3, 2013 at 7:18 am
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    I would love the body con dress because it looks amazing on a curvy figure! I could wear it with a blazer for work functions or even with the sequin bolero for Christmas drinks with friends.

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  • November 4, 2013 at 10:57 am
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    I was in my local target the other day and had a quick look at the range. My gosh it was gorgeous! If I had to choose ONE piece, it’d be a huge argument with myself between the Lolita dress and the Reach for the stars oversized top. I think the Lolita Dress would win though, and would become my first “LBD”! Then I could wear it everywhere – christmas, new years, and hopefully to see Paramore next year :)

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  • September 7, 2014 at 1:29 pm
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    I really liked the Glamorous Life Sequin Dress but I’m the same size as the other girl in the photo with you and I don’t think it looks good for someone size 26. The buyers really need to realise that just because you upsize something, doesn’t mean its going to look good on everyone between size 18 – 26. They really need to start with a size 26 and if that looks good, and they downsize it and it looks good for a size 18, it will be a winner. You can’t get something that looks good on a size 18 and automatically think it will look good on a size 26. There is a lot of difference between the sizes. And some stores seem to think that when you upsize, you have to increase width AND height, but you don’t . I’m size 26 and 165 cm and a lot of clothes are either too short, because I have an ample bust and apple shape (belly), the tops come up to my bellybutton, but I want them to come to at least halfway between my hip and knee, like a tunic, or because they’ve just increased the size without looking at the dimensions, the shoulders come out way further than they should or the waist doesn’t sit properly, the neckline is too low, the sleeves don’t sit right etc. When you upsize something from an 18 to 26, you need to take into account the bodies proportions.

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