Missoni for Target Is Your Mission

You've seen the advertisements splashed all over television and magazines, and it has finally arrived: Missoni for Target. Known for its signature, multicolored, patterned knits, Missoni was founded in Italy by Ottavio and Rosita Missoni in 1953. The Missoni look has become one of the most recognizable in the fashion world and beyond: crazy chevrons, stripes, geometrics, abstract florals on silk scarves, knit mini-dresses and cardigan sets.

While the print ads and television spots featured Margherita Missoni (granddaughter of the founder of the house of Missoni), we finally have a peek at what the clothing looks like on, uh, you know, normal people. There's a sleeveless sweater shift dress ($54.99) that'd work under a cardigan or blazer for work and take you well into nighttime for dinner and drinks. The plum/chartreuse/pink/white ballet flats ($29.99) are sure to be one of the first items to go. I'm pretty sure most dudes would be into the silk jacquard ties in plum and navy color schemes ($24.99). Hell, even the umbrella ($19.99) is cute.

Actually, as cute as most of it is, the clothing isn't even the best part of the massive 400-piece collection. The home items are the real standouts: a baby-blue/tan/plum/orange/white throw ($39.99), magenta/black/white/moss-green chevron toss pillows ($29.99), towels in an alluring (and slightly dizzying) black-and-white chevron pattern ($10.99-$12.99), a matching shower curtain ($34.99), a tea cup and saucer set in unmistakably Missoni prints ($39.99), even luggage ($49.99-$169.99).

And, just like last time with the Liberty for Target collection, the ridiculously adorable Missoni-print Dutch city bicycle (with skirt guard, of course) tops the list at $399.99. And, also just like last time (and the time before, and the time before . . .), the shelves were emptied as soon as doors opened on Tuesday—a quick perusal of my local spot revealed a couple of sad pairs of socks. Target.com even crashed.

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This column appeared in print as "Your Mission: Missoni for Target."


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