Remember the Versace for H&M madness? Well, shoppers, who had queued for hours for the privilege, had a grand total of 10 minutes to shop in the penned-off area of Regent Street’s H&M store for this new designer-highstreet collaboration. Sofia Coppola’s Marni for H&M advert had suitably stirred the enthusiasm, and people were queuing from 2am.
New York felt the same frenzy (albeit an under-control-frenzy). Wristbands – handed out to a select few who had slept overnight – meant that there was only a limited number of people allowed in for shopping. But those given wristbands to be allowed entry at midday, went away empty-handed when the store sold out, causing disappointment and anger.
There were no fights over the last dress, and the demographic was certainly older than those who tried for the Versace collaboration, but H&M still prove the success of the designer partnership by selling out almost worldwide on the first day. Those trying to avoid the queue and went online were greeted with a “please wait” message until gone 11am, and found it might have been better staying out in the cold as the pieces left were only those not sold in store.
Did you get any of the Marni for H&M collection? What pieces are you lusting after?
And fear not if you find your store has sold out – over 700 pieces have already appeared on eBay.