Why Sorority Girls Everywhere Are Pissed About #LillyForTarget

Lilly For Target

The past week has been a whirlwind for lovers of all things Lilly Pulitzer. The Lilly roller coaster began for me when my alarm interrupted my slumber at 7:45 a.m. this Monday — an ungodly hour, in my opinion. Normally, this results in a swift snooze tap. However, on this cold January morning, I perked up right away because it was the Lilly Pulitzer After Party Sale. I got lucky this year and was one of the fortunate ladies who was actually able to check out her tote and score some serious deals. How good were the prices, you might wonder. Pretty awesome. But not quite Target-cheap.

Fast-forward to Wednesday. The After Party Sale had ended (although all the best items had been out of stock since approximately 8:01 a.m. Monday) but there was a new buzz in the Lilly Pulitzer community: #LillyforTarget

I’ll admit that at first, I was excited. Crazy excited actually, because Lilly is pretty damn expensive. Even though I have been fortunate enough to purchase items from Lilly stores and the website, it certainly takes some shifting around my budget. No matter which way you look at it, $300 for a sundress is pricy.

As an avid comments section reader, I became curious of the world’s reaction to this momentous collaboration. Then, on Twitter, more girls sounded off. Some were happy. Others, not so much:

Responses to #LillyforTarget ranged from frustrated to shocked to downright mean. At first, I was appalled at the entitled behavior displayed by these young women. Who cares if people with a bit less money can enjoy the flowery prints which have brought so much joy into many lives? Does it make those who buy Lilly Pulitzer any less dedicated to the brand?

Then it started to sink in. I have paid full price for Lilly Pulitzer clothes and accessories. It’s a great feeling when you pick out one or two beautiful pieces of high-quality fashion with a distinctive style that you’ve seen on personal fashion icons, such as Jackie Kennedy. When my items finally come in the mail and I get to wear them, I love having the print recognized from across the quad. It’s distinct and classic, and because of the price, I take care of my Lilly items especially well. Imagining a $150 scarf being reproduced and sold for $20 is upsetting. Is this incredibly superficial to think? If I want Lilly to continue to be exclusive, am I a horrible person?

I don’t wake up before 9 a.m. for anything. Not for school, the gym, work, or church (sorry, Jesus). Maybe I have my priorities seriously messed up — or perhaps it’s acceptable to have a few luxuries in life that make you especially excited. That’s how I feel about Lilly Pulitzer, and though #LillyforTarget won’t change that, it leaves me with an unsettled feeling. I just hope a favorite brand of mine won’t go from a tasteful treat to a thrifty bargain find.

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