Lilly Pulitzer Craze Swept Miami on Sunday

This Sunday women across America set their alarm clocks for the wee hours of the morning to wait in long lines at Target. No, it wasn't black Friday, it was the launch of Target's Lilly Pulitzer line. The retail chain had been promoting its collaboration with the Palm Beach fashion...

By Miami New Times staff

April 20, 2015

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This Sunday women across America set their alarm clocks for the wee hours of the morning to wait in long lines at Target. No, it wasn't black Friday, it was the launch of Target's Lilly Pulitzer line. The retail chain had been promoting its collaboration with the Palm Beach fashion house for months and, well, people were excited. So excited that demand for the items, which included housewares, accessories and clothes, crashed Target's website and the entire line was sold out by 8:00 a.m.

We know you're frustrated & we're sorry. We appreciate your patience. You can now shop the #LillyforTarget collection http://tgt.biz/ufve
Posted by Target Style on Sunday, April 19, 2015

Miami wasn't immune from the craze. The hashtag #Lillyfortarget trended on Miami Twitter all of Sunday. The Miami Herald shared this shot of the Aventura Target where a long line of customers wrapped around the store, patiently waiting for the store to open.

About 50 people line up at Target in Aventura before 8 a.m. for launch of #LillyPulitzerforTarget collection. pic.twitter.com/mxqIS5QJ8M
— Miami Herald (@MiamiHerald) April 19, 2015

It's no surprise that Miami women would want to snag a piece of the reasonably-priced pieces. The so-called "Queen of Prep" was inspired by a certain kind of South Florida lifestyle, and the brand's whimsical prints, coupled colorful fabrics, practically screams "mimosas on the beach." The brand also has South Florida ties beyond Pulitzer's own Palm Beach heritage. In the 1960s-80s, Lilly Pulitzer's main factory was located in Miami and the fabrics were produced in Key West.

If you were thinking that you could grab a piece of the collection after the insanity died down, then you're out of luck. Every last bit of Target's supply sold out on Sunday, and Target won't be replenishing the limited-edition items. If you're really desperate, then you can pony up a couple thousand bucks to optimistic Ebay sellers:

That didn't take long.People should be ashamed. Hope nobody actually buys it. #LillyforTarget @LillyPulitzer @Target pic.twitter.com/CoFPYaMsWJ
— Stephanie Morrell (@popsocial_stef) April 19, 2015

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