Peter Pilotto's affordable Target collection has become's fastest selling collaboration.

The range proved so popular that people were making purchases every second for an hour on Sunday morning (09.02.14) when it first went live, beating Karl Lagerfeld and Christopher Kane who previously collaborated with the website. president Alison Loehnis was delighted with the success of the collection and says they knew it was going to be a ''hit'' early on.

She explained to ''The response has been phenomenal! Peter (Pilotto) and Christopher (De Vos) worked with Target on creating a collection that was totally identifiable, yet different, and we knew this collaboration was going to be a hit from the beginning.''

A floral skater dress which featured a combination of yellows, whites, blacks and blues was the first piece to sell out.

On Monday (10.02.14) eBay's official account showcased how popular the brand was proving, with people already shifting stock online for higher than the original price.

The company wrote on Twitter: ''Obsession of the day: #PeterPilotto for Target! Shop over 2,000 styles on eBay: (sic)''

The collection has been popular with stars including Alexa Chung and Diane Kruger, who turned out for the New York launch last week.