Alexa-love crashes Madewell site

‘Congrats! You crashed the @madewell1937 website with the purchase onslaught. Glad you like it! Xxxx’ Chung tweeted.

The collection is the presenter’s second for the relaxed American retailer. In keeping with Madewell’s status as the cool younger sister to J.Crew, Chung’s range includes vintage-inflected tea dresses, bias-cut skirts and lace tops—with a leopard-print boot thrown in for good measure.

‘My favourite thing in the collection is the leopard-print boots,’ Chung said in a video about the collection, ‘which are sort of inspired by this ‘90s pair of velvet boots.’

E-tail sites crashing due to overwhelming traffic levels used to be cause for alarm—something vendors worked to avoid so they could ensure that they wouldn’t miss out on sales. But between Target crowing over the crippling levels of traffic during the Missoni launch, and this latest Madewell collection, crashing looks like a new e-tail status symbol.

Take a look at the video below for some of the stories behind the clothes. Which pieces would you choose?

<object id="flashObj" width="480" height="270" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,47,0"><param name="movie" value="http://c.brightcove.com/services/viewer/federated_f9?isVid=1&isUI=1" /><param name="bgcolor" value="#FFFFFF" /><param name="flashVars" value="videoId=1174417603001&playerID=605729455001&playerKey=AQ~~,AAAAjP0iSQE~,RJXHfxnZT2hEQ1Q5LfvYmoGCQR0lWUAT&domain=embed&dynamicStreaming=true" /><param name="base" value="http://admin.brightcove.com" /><param name="seamlesstabbing" value="false" /><param name="allowFullScreen" value="true" /><param name="swLiveConnect" value="true" /><param name="allowScriptAc