• by Thom Forbes  @tforbes, April 10, 2017

More than 200 Victoria Beckham for Target items went on sale online and in the aisles yesterday with a big boost from fashion writers who somehow got an advance peek at the collection and are eager to reveal their top picks to the rest of us. Even Beckham herself — reluctantly, of course — got into the game of singling out favorites.

The collection “didn't cause a Lilly Pulitzer-level frenzy, but many of the items are selling out,” Carly Mallenbaum reports for USA Today. “There haven't been too many issues with online sales, save a few Twitter complaints. As for the actual in-store experience, that's also been relatively tame (we've heard of no fights breaking out), with most stores having ‘had a line of some degree before opening,’ says Target spokesperson Joshua Thomas.”

Pop Sugar’s Nikita Ramsinghani agrees that the hoi polloi were more subdued than they were a couple of years ago, despite their pent-up anticipation.

“After waiting for what seemed like an eternity, the Victoria Beckham for Target collection has finally hit stores. Across the country, VB fans lined up to get their hands on this buzzy collection. Even Target employees got in the spirit of things by wearing bee-print t-shirts from the line,” Ramsinghani writes.

Across the pond, from which most the of coverage this morning originates, “fashion-lovers rushed to get their hands on some of the high-street clobber” [aka affordable fashion], reports Hayley Minn for the Mirror. “The clothes got an extremely good reception on Twitter — and sold out very quickly. However, many complained of technical issues when they were trying to purchase the items.”

Beckham tweeted: “I am overwhelmed by your response to my VBxTarget collaboration launch! Thank you for your patience and sorry for any frustration! x VB.”

The frustration stemmed from some items selling out, apparently, at VictoriaBeckham.com.

“Just hours after the budget range went on sale, some items started appearing on sites such as auction marketplace eBay and shopping site Depop,” reports Jennifer Newton for the Sun. “But rather than retaining purse-friendly prices, some pieces that had originally been £20, were selling for nearly four times the amount on the ticket.”

“Target has teamed up with a number of fashion brands in the past including Missoni, Alexander McQueen, Lilly Pulitzer, and Marimekko. It's a win-win for everyone, and a trendy concept,”  Nicole Spector reminds us for NBCNews.com.

“‘High-low’ collaborations between fashion icons and fast fashion stores are a huge deal lately,” Benjamin Glaser, features editor with DealNews, tells Spector. “Both sides get something: The celebrity or designer gets huge exposure and distribution, the store gets some of the celebrity's upscale glamour, and consumers get designer flare at discount prices. Just look at the successful collaboration David Beckham (aka Mr. Victoria Beckham) has with H&M.”

Indeed. Why even H&M Magazine has written about his “essential items that enable every man to dress like him.” Not to mention the YouTube video of his road show with Kevin Hart featuring pieces from the autumn 2016 collection (and, actually, a few chuckles).

But Victoria doesn’t have to depend on content marketing for her enviable coverage.

Asked to pick her favorite piece in the collection by British Vogue’s Katie Berrington and Lauren Milligan, guess what? Beckham revealed that it’s very difficult to do so before revealing, “I’m probably most drawn to the softly tailored pieces, like the simple tuxedo shirt and the matching Cala Lily shirt and trousers. They’re just really easy to wear, but still feel luxurious and elegant. The pieces for children are ridiculously cute too. There are a lot of bunny rabbits and bumble bees.” 

Luckily, fashionistas such as the Guardian’s Jess Cartner-Morley are available to cast a less biased eye on what’s what and she offers more than a half dozens items that readers should “snap up.” Among her top picks: The plain trousers for £40, the gingham peplum top and cropped trousers, which are £30 each and, “for the babes: knitted bunny leggings, £30 for the set.”

And People magazine’s Colleen Kratofil reveals the “The 5 Items That Are Worth Fighting Over In The Aisles.”

This headline just in from Marie Claire UK, as we go to press: “Victoria Beckham's Target collection has sold out already.”

And no wonder, with coverage such as this from Laura Jan Turner for the U.K’s Look: “If you’ve been day-dreaming about getting your hands on a Victoria Beckham design ever since she hung up her itsy bitsy LBD in favour of a career as a fully fledged fash’ designer, this weekend was a big one for you. In case you missed it (and, really, where have you been?!), Sunday saw the launch of the Victoria Beckham x Target collection.