Inside the Marni for H&M Launch

March 8, 2012

Daily Digest

Inside the Marni for H&M Launch

Marni’s H&M collection went on sale this morning at 9am with those at the front of the queue saying they’d been there since 4am.

H&M staff marched up and down the queue from an hour before kick off, explaining the system for shopping “only one piece per style allowed” and that everyone would be given a wristband, allowing them to shop for ten minutes, with only 20 shoppers admitted at a time.

Once the doors opened, WhatSheWears had a peek inside to witness a bunch of 20 excited shoppers allowed into a “pen”, frantically grabbing whatever they could find.  We spotted stylists Aisling Farinella in the mix while presenter/stylist AnnMarie O’Connor was there since 8am, comforted in the queue by a Butlers coffee.

The pen

The accessories were a big hit, as was the Marni print, with people snapping up totes, perspex necklaces, skirts and t-shirts. You name it, they nabbed it. The collection never stood a chance of surviving long sitting on a hanger.

The females in the crowd were somewhat older than the usual H&M designer collaboration crew and we saw at least three sets of mothers and daughters diving in.

There was no wristband system for the menswear, in fact they had an easy time of it, once they got inside. WhatSheWears bumped into Street Style blogger Stephen Moloney, who nabbed a bright yellow vest for himself in “fisherman’s raincoat yellow”.

By 11.10 there was only a smattering of t-shirts and pink silk shorts left on a lonely rail in the corner.

Some people were hanging around at the cashier’s desk and changing rooms, in case anyone should return an item –  we overheard shopping strategies being hatched left, right and centre.

Did any of you make it in or manage to buy online or are you wondering what all the madness was about?

See a street style snap of one of the first Marni for H&M shoppers

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  3. Party People: WAH Nails Launch
  4. The Inside Scoop from Day 3 of London Fashion Week
  5. Summer in Dublin 2010 Launch
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3 Responses to “Inside the Marni for H&M Launch”

  1. mis jo-jo Says:

    AM in London for wkend. will hit H& M and have a quick peek if anything left… !

  2. Shelley Says:

    I’m delighted to say I got the shoes I really wanted and late enough yesterday online. I didn’t go online till about 12 and my size was still there. Can’t wait to get them now but it’ll be a few weeks before I get my hands on them!

  3. Nora Says:

    did not make it but love H&M

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