High Fashion Collection Draws Crowds to Target

Discount department store features designs by Missoni, the high fashion house.

By Yvonne Beltzer and Jennifer Bjorklund
|  Tuesday, Sep 13, 2011  |  Updated 3:02 PM PDT
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The high-end fashion design house brought out customers early Tuesday.

The high-end fashion design house brought out customers early Tuesday.

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High-fashion design at Target prices -- what’s not to love?

This is why Target stores all over Southern California were swamped Tuesday morning as fashionistas descended on them for a chance to buy items designed by the Italian high fashion house, Missoni. Many of the items sold out in the first two hours the stores were open.

In West Hollywood, Nancy Ardon camped out overnight outside Target. Her goal was to get one of the two Missoni designed bicycles on sale there.
 

Lots of MIssoni Target photos here.

She was the first person in the store when it opened at 8 a.m., and she succeeded.

It was a busy morning online, too. Target's Missoni page was experiencing so much traffic that visitors were re-directed to an online waiting area. "We are suddenly extremely popular. You may not be able to access our site momentarily due to unusually high traffic."

The Missoni brand is iconic and instantly recognizable. Think zigzags and the psychedelic 60s.

Many shoppers did not get what they wanted, but they did get a piece of the action. At another store, shopper Cheryl Williams described the scene as “crazy.”

“It was just wild,” she added. "Women were acting like it was Black Friday.”

She suggested Target stock up because the Missoni merchandise was disappearing quickly.

Shopper Marissa Gordon, who managed to snap up designer pillows, sweaters and a shirt, explained that she had always admired Missoni’s classic designs but she never wanted to spend $500 on a sweater.

She checked out the merchandise and found Target was offering designs that were comparable to those usually seen on fashion runways.

“Obviously, it can’t be the fabric of the original, but hey, for 30 bucks I can’t go wrong,” Gordon said.

Shoppers who want to get their hands on something from this Missoni Collection better act fast. The products are only scheduled to be in the stores until next month.

If the first-day reaction is any example, they’ll be long gone by then.

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