diff --git a/cargo-espflash/src/main.rs b/cargo-espflash/src/main.rs
index 98d7069a..753c813f 100644
--- a/cargo-espflash/src/main.rs
+++ b/cargo-espflash/src/main.rs
@@ -266,6 +266,7 @@ fn flash(args: FlashArgs, config: &Config) -> Result<()> {
             bootloader,
             partition_table,
             args.flash_args.partition_table_offset,
+            args.flash_args.target_app_partition,
             args.flash_args.format.or(metadata.format),
             args.build_args.flash_config_args.flash_mode,
             args.build_args.flash_config_args.flash_size,
@@ -506,6 +507,7 @@ fn save_image(args: SaveImageArgs) -> Result<()> {
         args.save_image_args.merge,
         bootloader,
         partition_table,
+        args.save_image_args.target_app_partition,
         args.save_image_args.skip_padding,
     )?;
 
diff --git a/espflash/src/bin/espflash.rs b/espflash/src/bin/espflash.rs
index 0a0694dd..d395b7aa 100644
--- a/espflash/src/bin/espflash.rs
+++ b/espflash/src/bin/espflash.rs
@@ -234,6 +234,7 @@ fn flash(args: FlashArgs, config: &Config) -> Result<()> {
             bootloader,
             partition_table,
             args.flash_args.partition_table_offset,
+            args.flash_args.target_app_partition,
             args.flash_args.format,
             args.flash_config_args.flash_mode,
             args.flash_config_args.flash_size,
@@ -295,6 +296,7 @@ fn save_image(args: SaveImageArgs) -> Result<()> {
         args.save_image_args.merge,
         args.save_image_args.bootloader,
         args.save_image_args.partition_table,
+        args.save_image_args.target_app_partition,
         args.save_image_args.skip_padding,
     )?;
 
diff --git a/espflash/src/cli/mod.rs b/espflash/src/cli/mod.rs
index a53d5bc6..632c8759 100644
--- a/espflash/src/cli/mod.rs
+++ b/espflash/src/cli/mod.rs
@@ -108,6 +108,9 @@ pub struct FlashArgs {
     pub partition_table: Option<PathBuf>,
     #[arg(long)]
     pub partition_table_offset: Option<u32>,
+    /// Label of target app partition
+    #[arg(long, value_name = "LABEL")]
+    pub target_app_partition: Option<String>,
     /// Load the application to RAM instead of Flash
     #[arg(long)]
     pub ram: bool,
@@ -148,6 +151,9 @@ pub struct SaveImageArgs {
     /// Custom partition table for merging
     #[arg(long, short = 'T', requires = "merge", value_name = "FILE")]
     pub partition_table: Option<PathBuf>,
+    /// Label of target app partition
+    #[arg(long, value_name = "LABEL")]
+    pub target_app_partition: Option<String>,
     /// Don't pad the image to the flash size
     #[arg(long, short = 'P', requires = "merge")]
     pub skip_padding: bool,
@@ -314,6 +320,7 @@ pub fn save_elf_as_image(
     merge: bool,
     bootloader_path: Option<PathBuf>,
     partition_table_path: Option<PathBuf>,
+    target_app_partition: Option<String>,
     skip_padding: bool,
 ) -> Result<()> {
     let image = ElfFirmwareImage::try_from(elf_data)?;
@@ -356,6 +363,7 @@ pub fn save_elf_as_image(
             bootloader,
             partition_table,
             None,
+            target_app_partition,
             image_format,
             None,
             flash_mode,
@@ -397,6 +405,7 @@ pub fn save_elf_as_image(
             None,
             None,
             None,
+            None,
             image_format,
             None,
             flash_mode,
@@ -479,6 +488,7 @@ pub fn flash_elf_image(
     bootloader: Option<&Path>,
     partition_table: Option<PartitionTable>,
     partition_table_offset: Option<u32>,
+    target_app_partition: Option<String>,
     image_format: Option<ImageFormatKind>,
     flash_mode: Option<FlashMode>,
     flash_size: Option<FlashSize>,
@@ -502,6 +512,7 @@ pub fn flash_elf_image(
         bootloader,
         partition_table,
         partition_table_offset,
+        target_app_partition,
         image_format,
         flash_mode,
         flash_size,
diff --git a/espflash/src/error.rs b/espflash/src/error.rs
index b23a30fa..d076e71a 100644
--- a/espflash/src/error.rs
+++ b/espflash/src/error.rs
@@ -22,6 +22,10 @@ use crate::{
 #[derive(Debug, Diagnostic, Error)]
 #[non_exhaustive]
 pub enum Error {
+    #[error("App partition not found")]
+    #[diagnostic(code(espflash::app_partition_not_found))]
+    AppPartitionNotFound,
+
     #[error("Operation was cancelled by the user")]
     #[diagnostic(code(espflash::cancelled))]
     Cancelled,
diff --git a/espflash/src/flasher/mod.rs b/espflash/src/flasher/mod.rs
index 8c413586..7adb9263 100644
--- a/espflash/src/flasher/mod.rs
+++ b/espflash/src/flasher/mod.rs
@@ -723,6 +723,7 @@ impl Flasher {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         flash_mode: Option<FlashMode>,
         flash_size: Option<FlashSize>,
@@ -751,6 +752,7 @@ impl Flasher {
             bootloader,
             partition_table,
             partition_table_offset,
+            target_app_partition,
             image_format,
             chip_revision,
             flash_mode,
@@ -800,6 +802,7 @@ impl Flasher {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         flash_mode: Option<FlashMode>,
         flash_size: Option<FlashSize>,
         flash_freq: Option<FlashFrequency>,
@@ -810,6 +813,7 @@ impl Flasher {
             bootloader,
             partition_table,
             partition_table_offset,
+            target_app_partition,
             None,
             flash_mode,
             flash_size,
diff --git a/espflash/src/image_format/idf_bootloader.rs b/espflash/src/image_format/idf_bootloader.rs
index 5600ae3d..2ae825f1 100644
--- a/espflash/src/image_format/idf_bootloader.rs
+++ b/espflash/src/image_format/idf_bootloader.rs
@@ -1,7 +1,7 @@
 use std::{borrow::Cow, io::Write, iter::once, mem::size_of};
 
 use bytemuck::{bytes_of, from_bytes};
-use esp_idf_part::{PartitionTable, Type};
+use esp_idf_part::{Partition, PartitionTable, Type};
 use sha2::{Digest, Sha256};
 
 use crate::{
@@ -37,6 +37,7 @@ impl<'a> IdfBootloaderFormat<'a> {
         params: Esp32Params,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         bootloader: Option<Vec<u8>>,
         flash_mode: Option<FlashMode>,
         flash_size: Option<FlashSize>,
@@ -148,17 +149,27 @@ impl<'a> IdfBootloaderFormat<'a> {
         let hash = hasher.finalize();
         data.write_all(&hash)?;
 
-        // The default partition table contains the "factory" partition, and if a user
-        // provides a partition table via command-line then the validation step confirms
-        // that at least one "app" partition is present. We prefer the "factory"
-        // partition, and use any available "app" partitions if not present.
-        let factory_partition = partition_table
-            .find("factory")
-            .or_else(|| partition_table.find_by_type(Type::App))
-            .unwrap();
+        let target_app_partition: &Partition =
+        // Use the target app partition if provided
+        if let Some(target_partition) = target_app_partition {
+            partition_table
+                .find(&target_partition)
+                .ok_or_else(|| Error::AppPartitionNotFound)?
+        } else {
+
+            // The default partition table contains the "factory" partition, and if a user
+            // provides a partition table via command-line then the validation step confirms
+            // that at least one "app" partition is present. We prefer the "factory"
+            // partition, and use any available "app" partitions if not present.
+
+            partition_table
+                .find("factory")
+                .or_else(|| partition_table.find_by_type(Type::App))
+                .ok_or_else(|| Error::AppPartitionNotFound)?
+        };
 
         let app_size = data.len() as u32;
-        let part_size = factory_partition.size();
+        let part_size = target_app_partition.size();
 
         // The size of the application must not exceed the size of the factory
         // partition.
@@ -167,7 +178,7 @@ impl<'a> IdfBootloaderFormat<'a> {
         }
 
         let flash_segment = RomSegment {
-            addr: factory_partition.offset(),
+            addr: target_app_partition.offset(),
             data: Cow::Owned(data),
         };
 
diff --git a/espflash/src/targets/esp32.rs b/espflash/src/targets/esp32.rs
index 9a5b53c1..de0445da 100644
--- a/espflash/src/targets/esp32.rs
+++ b/espflash/src/targets/esp32.rs
@@ -156,6 +156,7 @@ impl Target for Esp32 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -171,6 +172,7 @@ impl Target for Esp32 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32c2.rs b/espflash/src/targets/esp32c2.rs
index 2e27d223..fc4eb0dc 100644
--- a/espflash/src/targets/esp32c2.rs
+++ b/espflash/src/targets/esp32c2.rs
@@ -90,6 +90,7 @@ impl Target for Esp32c2 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -105,6 +106,7 @@ impl Target for Esp32c2 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32c3.rs b/espflash/src/targets/esp32c3.rs
index a2eff4db..0eadffba 100644
--- a/espflash/src/targets/esp32c3.rs
+++ b/espflash/src/targets/esp32c3.rs
@@ -77,6 +77,7 @@ impl Target for Esp32c3 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -92,6 +93,7 @@ impl Target for Esp32c3 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32c6.rs b/espflash/src/targets/esp32c6.rs
index 871895f7..47ef6371 100644
--- a/espflash/src/targets/esp32c6.rs
+++ b/espflash/src/targets/esp32c6.rs
@@ -74,6 +74,7 @@ impl Target for Esp32c6 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -89,6 +90,7 @@ impl Target for Esp32c6 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32h2.rs b/espflash/src/targets/esp32h2.rs
index 701b8264..bb7c4f27 100644
--- a/espflash/src/targets/esp32h2.rs
+++ b/espflash/src/targets/esp32h2.rs
@@ -82,6 +82,7 @@ impl Target for Esp32h2 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -97,6 +98,7 @@ impl Target for Esp32h2 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32s2.rs b/espflash/src/targets/esp32s2.rs
index 6022d977..f3b6f088 100644
--- a/espflash/src/targets/esp32s2.rs
+++ b/espflash/src/targets/esp32s2.rs
@@ -142,6 +142,7 @@ impl Target for Esp32s2 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -157,6 +158,7 @@ impl Target for Esp32s2 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp32s3.rs b/espflash/src/targets/esp32s3.rs
index 8adf0ab8..0827f64a 100644
--- a/espflash/src/targets/esp32s3.rs
+++ b/espflash/src/targets/esp32s3.rs
@@ -96,6 +96,7 @@ impl Target for Esp32s3 {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
@@ -111,6 +112,7 @@ impl Target for Esp32s3 {
                 PARAMS,
                 partition_table,
                 partition_table_offset,
+                target_app_partition,
                 bootloader,
                 flash_mode,
                 flash_size,
diff --git a/espflash/src/targets/esp8266.rs b/espflash/src/targets/esp8266.rs
index 1a3bc822..9a36c8aa 100644
--- a/espflash/src/targets/esp8266.rs
+++ b/espflash/src/targets/esp8266.rs
@@ -75,6 +75,7 @@ impl Target for Esp8266 {
         _bootloader: Option<Vec<u8>>,
         _partition_table: Option<PartitionTable>,
         _partition_table_offset: Option<u32>,
+        _target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         _chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,
diff --git a/espflash/src/targets/mod.rs b/espflash/src/targets/mod.rs
index b768e70b..7682fe43 100644
--- a/espflash/src/targets/mod.rs
+++ b/espflash/src/targets/mod.rs
@@ -298,6 +298,7 @@ pub trait Target: ReadEFuse {
         bootloader: Option<Vec<u8>>,
         partition_table: Option<PartitionTable>,
         partition_table_offset: Option<u32>,
+        target_app_partition: Option<String>,
         image_format: Option<ImageFormatKind>,
         chip_revision: Option<(u32, u32)>,
         flash_mode: Option<FlashMode>,