They’re all doing it: Target, H&M, Forever 21 and more fast fashion retailers have been pairing up with some of the biggest and brightest stars of the fashion industry to bring high-end designer names to the masses. The latest collection that has everyone buzzing is Prabal Gurung’s collaboration with Target.

The spring collection’s lookbook was just released and has been featured prominently on countless fashion blogs and websites – reviews from The Huffington Post, Refinery29 and Fashionista have all been positive. Come Feb. 10, you can look forward to getting your hands on a piece of Gurung’s love themed collection that features colorful floral prints, minimalistic wedge sandals and plenty of figure-flattering dresses. Also, the collection features handbags and jewelry to complete the look. Look out for the crystal teardrop necklace and earrings that at $39.99 and $16.99, respectively, are sure to sell out of stores quickly.

Although the excitement over the Prabal Gurung for Target collection is at a high, not all designer collaborations have lived up to the hype. The Maison Martin Margiela for H&M collection had the fashion world holding its breath in anticipation, but not even the press’S buzz could translate to sales for the retailer. Prices for the MMM for H&M collection have been marked down greatly. Racked Chicago reported that pieces such as lucite heels that were originally $299 were discounted to $30, and tops priced at $199 lowered to a mere $10. However, numerous reasons can be attributed to this, such as the price range originally being too high for a typically lower-price chain, or simply that the design did not translate well to audiences. Whatever the reason may be, this collaboration will surely not deter H&M from working with other famous fashion houses as they have had great success with previous collections from big names like Marni and Versace.

Another interesting take on the “designer for retailer” trend that did not meet expectations was when Target paired with luxury department store Neiman Marcus to bring together the most powerful names in fashion for a special holiday collection. Twenty-five designers including Proenza Schouler, Altuzarra, Marc Jacobs, Rodarte, Jason Wu and Oscar de la Renta were involved. Each designer contributed a handful of items including everything from women’s clothing to Christmas ornaments to dog bowls, but again, demand did not prove to be as great as previously thought and the Huffington Post reported that items were discounted after just three weeks.

After these fashion flops, could this be proof that consumers are not interested in paying steeper-than-usual prices at discount retailers for big names? It seems that this theory has certainly crossed Target’s mind because one notable change from their past collaboration and Prabal Gurung’s collection is the more reasonable price range that reaches $199.99 and $39.99 for accessories. Of course, only the numbers can prove if this newest designer collaboration will fly off the shelves, or if it will be just another misstep in the mixed worlds of high end, luxury brands and fast fashion.