When asked why they decided to work with Target on a low priced collection back in August, Angela Missoni was frank telling the New York Times that it was all about increasing the brand's visibility in America. “As Missoni, we have a big name but we are not a huge company, so there’s not much product around” but that was, of course, before their partnership with the retailer collection hit stores.
If you didn't know the Missoni brand before the Target collection, you definitely do now. The partnership was the retailer's biggest to date and the line was so sought after that it caused their website to crash, shelves were empty on the first day and eBay was full of resales of the pieces going for ridiculously high prices. "Honestly, we didn't expect it," Angela Missoni told the LA Times of the Sept. 13 frenzy. "I kept getting calls from friends all over America saying, 'Do you know what's happening here? There are lines outside the store. The shelves are empty!'"