bellecurve: Target plus size line

by Jojo | iCurvy on November 1, 2013

in A Peek inside..., iLust, iReview, iWear


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.


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.


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.


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.

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!


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!


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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