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by on September 15, 2011

The demand for Missoni‘s diffusion line for Target proved so overwhelmingly popular that the mass retailer’s site shut down on Tuesday. 

Missoni for Target Literally Shutting It Down

Photo: Richard Guaty

A heaping helping of shade was thrown all over the interwebs from disgruntled customers wanting to get their clutches on the one-off collection with many blaming Target’slack of preparation for the feverish rush. The line was made available at 6 a.m. on Tuesday and by 7:47 am the homepage was down. Thirteen minutes later, Target put up a courtesy page claiming the problem was being worked on.

Though Target switched from‘s backend to their own platform, the #fail was mostly attributed to the Missoni fever built up over the last few months. Vogue featured  the line in its August issue — with New York Times writer Stephanie Clifford astutely pointing out that that was “perhaps the first and last time that a $30 rug made it into that magazine” — and items at the Missoni for Target pop-up shop sold out in six hours during Fashion’s Night Out. Even alleged celebrities like the Jessicas Simpson and Alba were coveting the pieces.

While the collection will last through October 22nd, over 6,000 items popped up on eBay just some 11 hours after they had initially gone on sale. While all this hubbub and hullabaloo is great for Missoni, Target’s kind of getting its ass handed to them, with words like “amateurish” and “embarrassing” being bandied about. Of course, Target will recover and hopefully learn its lesson and hopefully the masses’ unprecedented demand for discount Missoni will inevitably be satiated. [NYT]


Contributed by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail