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Lilly Pulitzer’s fashion line for Target debuted today — and basically sold out today

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April 19, 2015 at 4:31 p.m. EDT
Lilly Pulitzer for Target had a pop-up shop at Bryant Park in New York City on April 16. (Cindy Ord/Getty Images for Target)
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It has been on the minds of Lilly Pulitzer fans and detractors for months, but on Sunday, it finally happened. The famously preppy brand made its Target debut, bringing the fashion line best described as a cheaper, Southern version of Kate Spade to the masses.

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And people freaked out.

At stores nationwide, the floral and pastel-colored prints sold out in a matter of minutes. D.C. proper’s only Target store, in Columbia Heights, was no different.

Manager DaNae Moore said that about 100 people were waiting in line for the store to open Sunday morning. The Lilly Pulitzer items were gone in approximately 15 minutes. An “immediate crowd wiped through almost all the merchandise,” Moore said.

In contrast to other cities, the launch of the brand in D.C. wasn’t too chaotic. “Everyone was pretty calm because we’ve had a few of these designer launches in previous years,” Moore said.

But in other towns — and across Twitter — the store’s quick depletion of Lilly items sparked hashtag fury.

For the uninitiated, the famed fashion line — known for being a bit pricey — was to sell at Target for a fraction of the cost. This seemed to either excite people who welcomed a more affordable version of their favorite brand, or brought complete disdain from those who didn’t want their exclusive look to be available to the masses.

As such, we bring you the three unique stages of #LillyforTarget mourning.

“I can’t believe it’s finally here!”:

Shoppers lined up around the block for sleeveless shift dresses and beach chairs, well before the posted hours of Target opening.

From pricey to affordable to pricey again:

Pulitzer enthusiasts were shocked to learn that not all their fellow consumers were in line at Target for love of the game. Shortly after the items sold out in person and online, sky-high priced versions of the line began to appear on Web sites like eBay.

“Wait, it’s already gone?”:

As consumers slowly realized that this wasn’t just an issue in their local store but rather a nationwide sellout, patrons lost patience — and Target went on the defensive.

But perhaps the most troubling news of all for #LillyforTarget fans? The realization that the one-and-done limited edition is already gone for good.

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