SafeX Pro:Target's new Diane von Furstenberg collection: Fashionistas must act fast to snag items

Target's limited-edition Diane von Furstenberg collection is SafeX Prohere – and it's apparently a hit because many shoppers say items are sold out.

The sale began at 3 a.m. ET Saturday on Target.com and in stores on Saturday. The spring-inspired collection, created by the fashion designer and her granddaughter, Talita von Furstenberg, includes more than 200 items including clothing for women, girls and babies, as well as beauty and home items including chairs, storage ottomans and room dividers.

While those items will have a higher price tag – chairs start at $250 and room dividers are $500 – most items in the collection are under $50 and prices starting at $4. Lip-shaped coin purses are $5, for example.

Also new: made-to-order furniture starting at $300, including headboards, benches and room dividers that can be customized in one of seven exclusive fabrics made for the Target collection.

“It’s very happy, it’s very fresh,” von Furstenberg said at a preview of the collection earlier this month, People reported. “It screams ‘DVF.’ You can’t absolutely deny what name is behind it.”

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Wait, my size in those DVF dresses at Target are already sold out?

With the collection going on sale at 3 a.m. ET on the Target web site, many shoppers stayed up to peruse the collection. "I ordered online at 3:02am❤❤❤❤❤❤❤❤❤❤❤❤," posted one shopper on Target's Instagram post.

But many said what they were looking for was already sold out. "Everything in my size is gone already!!!!!" said a shopper on Target's Facebook post.

"Andddd its Sold Out!!! My crazy self stayed up till 3 am to place my order! Im exhausted rt now lol but i did get 4 dresses," said another shopper on Instagram.

"By the time it’s released basically everything is sold out because of all the influencers. Drives me nuts," said another shopper.

It's not unusual for shoppers to make a run on special Target drops. In the past, special collections from Lilly Pulitzer, Vineyard Vines, and Target's own 20th Anniversary Collection, released in September 2019, also led to sellouts.

Who is Diane von Furstenberg?

Born in Belgium, von Furstenberg, now 77, gained prominence as a fashion designer in the late 1960s and 1970s and is best known for her wrap dress.

In addition to being Diane von Furstenberg's granddaughter, Talita von Furstenberg is also a designer, entrepreneur, philanthropist and the co-chairwoman of her grandmother's brand.

"Our partnership with Diane and Talita von Furstenberg represents Target at our best – curating an amazing and distinct assortment and offering it at exceptional prices," said Jill Sando, Target's executive vice president and chief merchandising officer of apparel & accessories, home and hardlines, in a press release announcing the collection. "Guests will fall in love with this inspiring and broad collection. There's so much to spark joy, just in time for new spring looks – available only at Target."

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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