The fervor wasn't only online. At stores nationwide, customers eager to grab up the colorful zigzag designs began lining up hours before opening. Stores reported selling out of stock within hours as shoppers grabbed up clothing and housewares at deeply discounted prices.
A full-priced knit scarf by the iconic Italian designer runs from $175 to $200 on department store websites. The Missoni for Target collection ranges from $2.99 to $599.99, with most items less than $40, according to the store.
The reaction comes amid considerable buzz leading up to the public debut of the collaboration. A private launch event on Wednesday at New York's Time Square was reportedly described as a "madhouse," with celebs such as Emma Roberts, Camilla Belle and Rachel Zoe in attendance.
Actress Jessica Alba tweeted that she "dreamt about the Missoni 4 Target bike last night" and that she hoped her husband was "going to get it 4 me?!?" Singer Jessica Simpson retweeted Alba, saying that she wanted the bike too: "So cute!"
Target has collaborated with other designers before, from Isaac Mizrahi to Jean Paul Gaultier, but none to this effect. The collection was scheduled to be available from September 13 through October 22 at Target stores and Target.com. It was unclear how Tuesday's activity would affect future sales.