Still Want Peter Pilotto For Target? You'd Better Hurry!

Diane Kruger wears a Peter Pilotto for Target dress.

(Image credit: Rex)

The collection saw record-breaking sales on Net-a-Porter Sunday morning. Quick, there are still a few pieces left!

When it was announced that Peter Pilotto would release an affordable collection of his signature bright styles for US retailer Target, we couldn't help but feel envious of those lucky fashionistas across the pond.

But when we heard that Net-a-Porter.com would carry the line for us Brits to enjoy, we breathed a sigh of relief - and marked our calendars for Feb. 9. An array of beautiful printed pieces for under £60? Yes, please!

So just how popular was the Peter Pilotto for Target launch? Well, let's just say if you enjoyed a lie-in Sunday morning, you probably missed out on the most coveted items.

According to a rep for Net-a-Porter, the site had record-breaking sales: 'At one point, we had more than one order being placed every second.'

There are still several pieces available to purchase on the site - though most styles are sold out of at least one size. But the most popular pieces were snapped up in flash. The first piece to go was this £50 floral dress - the same one that actress Taylor Schilling wore to the launch party in New York City last week.

Peter Pilotto for Target launch had record-breaking sales on Net-a-Porter.com.

The second most popular item was this chic sweatshirt, sold to earlybird shoppers for just £30. And the very first order to be placed on the site was for this bright £50 jumpsuit.

‘The Peter Pilotto for Target collaboration has been an incredible success,' said Buying Manager Ben Matthews. 'Peter and Christopher’s designs for Target are amazing and absolutely resonate with the global customer. We knew this collection would sell so quickly.’

While us Brits were gunning to get our hands on the choice merchandise, the launch proved a little less chaotic across Target stores in the US. Unlike previous Target collabs, there were no mad rushes or crashing websites.

Racked reported a 'tiny, mighty crowd' at Brooklyn’s Atlantic Terminal location - but overall, the label seemed to be more popular online (and overseas) than in stores.

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Ali Gray is an award-winning content director and digital strategist. Most recently she was the Director of Branded Content at Hearst, and helped to bridge the gap between the editorial and commercial worlds working across all Hearst brands, including ELLE, Cosmopolitan, Esquire and Harper's Bazaar. Prior to that she worked as an editor contributing to several brands such as The Telegraph, iVillage UK.