The retailer’s site has been yo-yoing since the collection went on sale early Tuesday morning.
“Due to an overwhelming amount of traffic to Target.com as a result of the Missoni launch this morning, guests are unable to access the site,” Target said in a statement to the New York Times. “Providing a positive shopping experience to our guests is important to us and we are working to get the site back up as soon as possible. We apologize for the inconvenience.”
In the past, Target has also collaborated with other designers such as Alexander McQueen for its McQ line and Jean-Paul Gaultier, but the buzz coming off of this line seemed to catch the Minneapolis-based retailer off-guard.
On Twitter, the company sent its apologies to its fashion-conscious followers:
Good deals have backfired on online retailers before — Amazon’s 99-cent offer for Lady Gaga’s “Born This Way” album backfired when there was so much fan response that it “melted some servers,” Craig Pape, director of Music for Amazon joked at the time.