What Irish women do for Choos

November 14, 2009

Daily Digest, Social Pics

What Irish women do for Choos

Carrie Bradshaw eat your heart out. Hundreds of Irish women are now the proud owners of a pair of Choos.

Jimmy Choo for H&M finally landed in Irish stores this morning. At 11.30am I arrived at H&M South King Street, Dublin (one of only two Irish shops selling the range), to what I can only describe as, a melee of women surging towards a corner of the shop stocked with blue boxes. (Ironically enough, the word melee means “rugby scrum” in Spanish..so you can draw your own conclusion as to what the scene looked like!).

No one knew which size or model they would get their hands on, but they were a determined bunch who then filtered back to anywhere in the shop to try on their secret surprise.

“Finally, a pair of Jimmy Choos” was one of many a gleeful shriek which echoed across the shop floor while the rest of us looked on in amazement from afar – some even, from outside the shop.

In fairness, H&M were really organised; H&M Dundrum Town Centre even published their queuing system on their website in advance of the launch. For the first 160 people who queued outside, some overnight, waiting for a 9am opening, staff handed out colour codes which gave you access for 10 minutes to the shoes, bags and accessories section.

After 11.45am, there were no colour codes which resulted in an initial crowd “surge” forward, with the realisation that the stock was quickly running out.

The launch is the seventh collaboration between H&M and a designer brand. It is the first time H&M has teamed up with an accessories brand and the first time Jimmy Choo has branched out into clothes.

But boy oh boy, was there a lot of shopping going on. As there is only one delivery for this collection, the animal instinct kicked into action as women battled to get a Jimmy Choo, ANY Jimmy Choo! I’ve never seen such passion for shopping. Recession my foot!

I met two Spanish ladies who got their hands on the black thigh high boots ( one of them is pictured above centre), which are made of really soft leather and look amazing.

Amy, seen here proudly sporting her coveted shoe box, was delighted with her Jimmy Choo strappy sandals and said it was definitely worth the queuing, the scuffle and the wait.

Also pictured is Kamelia (right), modelling the two black leather Jimmy Choo handbags she was about to buy – the smaller one prices at €99 and the larger one at €199. The waft of leather from them was quite apparent and they were emblazoned with a silver badge, engraved with Jimmy Choo.

Kamelia told me that she had queued that morning and had bought some of the clothing range but ended up coming back in and returning them, as again it was a “grab what you can” system and none of the clothes really suited her. To get her mitts on the accessories however, Kamelia adopted a different strategy and waited in the wings for the discarded items the other shoppers had grabbed and not purchased.

The entire Jimmy Choo collection has a strict 5 day returns policy which was clearly labelled on the flyers H&M handed out explaining the colour code shopping system. Shoppers were only entitled to one piece/size of each item. 

The verdict

Worth waiting for: The shoes themselves. The black or red strappy sandals cost €99, whereas the thigh high leather boots cost €249; a €500 + discount on a comparable pair from the usual Jimmy Choo collection.

Not worth the price tag: The leather studded wristbands at €25-€30 a pop.

My personal favourite from the clothes collection: a grey suede asymmetric dress €199, as worn by Demi Moore.

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7 Responses to “What Irish women do for Choos”

  1. Fiona Says:

    Madness but worth it!

  2. Annemarie Says:

    Went back in today and little more than a few blue suede dress left and the flat sparkly shoes (not nice). Also the tiny pink box clutch (€60) which Paris Hilton wore to the LA launch is still there. Totally forgot about the menswear last sat so checked it out and only 3 pairs of mens boots left. So bought a pair for the other half, grey suede ankle boots (€150) but alas he didnt like em :( So will bring them back. There are brown suede ankle boots left in a size 42 and 45, the black leather ankle boots sold out in an hour H&M told me!

  3. M Says:

    I couldnt make it to Dublin but My brother in law in London asked his girlfriend to have a look for me so she went into the shop in Regent St. There was one pair left and werent they the sandles I wanted in my size! I think it was meant to be. Just hope they fit now!


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