According to the NY Times, The brand was in so high demand that the website for target crashed from buyers scrambling for the luxury brand. One buyer of the brand states, “That was a nightmare,” she said. When she finally got onto the site, “at one point I was entering payment information, and it was gone.” Fans of the collection were furious about the site crashing because they expected from such a large retailer, to be able to handle the amount of buyers at once.“It’s a little bit embarrassing for one of the nation’s largest retailers to have a Web site that can’t support a rush — it’s not like they’re any strangers to rushes,” said Ian Schafer, chief executive of the digital marketing firm Deep Focus. “It’s saying, ‘We’re so popular we had to turn people away at the door.’ Then get a bigger place.”
Missoni is famous for its 60's style geometric prints and "knit" inspired patterns which ooze Italian luxury. there are over 400 pieces to choose from and prices for the line range from $2.99 to $599.99, and most of the items are under $40.00. Based on the era of the late 1960's which the brand was at an alltime high, the collection features interwinding bold colors and floral prints, for example blue, coral, purple and black. The collection not only offers various style of clothes, but products for at home decor including bedding, furniture, art and more! The legendary fashion house is a family run buisness lead by power house husband and wife Rosita and Octavio Missoni and started the buisness in the neighborhood of Varese in 1953 and headquarters are located in Milan, Italy. there are currenly 37 Missoni Boutiques in addition to department stores and retailers worldwide. The fashion house ranges from boho style dresses, swim wear, hoisery, sweaters, jackets and lingerie.
“Working with Target to create a mass collection that reflects the spirit of Missoni has been extremely energizing,” said Angela Missoni, daughter of Otavio and Rosita Missoni. “Each piece is special to me because so much thought and care went into every aspect of the design. I can’t wait to introduce the collection to Target’s guests across the United States.”
I have been a Fan of Missoni ever since I saw Fashion designer, Nicole Richie wear a dress of their in "OK Magazine" in 2008 and appreciate that the house is family run and a line so distinctive as Missoni maintain that trade mark of geometric knit prints and have that talent of "keeping up with the Jones's" of fashion is NOT an easy task and not everyone can do it. I highly respect designers who have had that "spark" of staying at the top of fashion's finest and become "legends" and "inspirations" for others who hope to reach that level of respect and gratitude that takes years of work.
“Target’s designer partnerships continue to set new standards, and we worked closely with Missoni to create a collection that brings the allure of their iconic Italian brand to our guests at remarkable prices,” said Kathee Tesija, executive vice president of merchandising, Target. “The quality and design of Missoni for Target are exceptional, and with more than 400 colorful pieces to choose from, our guests can experience a taste of ‘la dolce vita’ simply by shopping at Target.”
From looking through the line, I must say that this line is FABULOUS! The collection looks geunine to the luxury of the Missoni label and looks like something you could find in the high end vintage stores of L.A. Patterns through the clothes and home decor remind me of the swinging 60's with heavy eyelashes and half up-dos and dance to The Beatles at an underground club in the upper east side of New York. I will most defiently purcchase a piece for from the collection to store to my own "collection" and cherish a piece of affordable high fashion for the fall season.