Marni’s collection for H&M went on sale this morning but why were there no queues of women waiting to get their hands on the collection?
As anyone who follows fashion at all will know when H&M team up with a high end designer (Versace, Stella McCartney, Matthew Williamson, the list goes on) histeria hits the high streets. So why, on the morning of the launch of Marni’s collaboration with the brand, is there no such fuss?
In previous years high end collaborations with H&M have resulted in women camping, some times for days at a time, outside their nearest H&M store to get their hands on anything they can from the collection. So why, when the much hyped Marni for H&M collection went on sale this morning were there no campers, nor women getting ready to rush in and buy out the collection in sight?
Well the reason could well be that having learnt by previous mistakes H&M have initiated a wrist band system for today’s Marni launch. Their flagship store on Regent Street were giving out wrist bands last night to shoppers which entitled them to a 10 minute shopping slot with only 20 shoppers being admitted at a time. However in past experience a mere wrist band never stopped a keen shopper from at least trying their luck and from what we’ve heard there doesn’t seem to be any of that today.
Usually when a big name comes to H&M the collection will sell out in a matter of hours, both in stores and online however at last check there were still a fair few pieces left. So has Marni’s collection for H&M not lived up to the hype? Or are people just taking their time to pick their pieces wisely? We’ll have to wait a few more hours to find out.
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