Ad of the Day: Target

How Peterson Milla Hooks fueled the fire for the retailer's Missoni collection

When Target announced that its next big designer collaboration would be with the Italian fashion house Missoni, fashionistas everywhere were thrilled at the prospect of scoring one the designer's iconic zigzag knits—which usually retail for thousands of dollars—for around $40 a piece. But few could have foreseen the mayhem that would ensue when Target finally released the line last Wednesday: Missoni-crazed customers not only flooded the retailer's stores, but they actually managed to crash its website for most of the day.

@adweekemma Emma Bazilian is Adweek's features editor.