Although London is the city that never sleeps, there were many fashionista who were out of their bed super early yesterday morning for the launch of Lanvin’s 80 pieces collection for H & M.
The queues started forming at 4.30 am on Oxford Street and some die-hard fans even camped out in sleeping bags to ensure they were first through the doors. Talk about no pain no gain!!!
But even the prospect of standing around in the cold for 4 hours, waiting for those golden arches to open, was not enough to dampen spirits.
Instead the atmosphere was electric (bordering on hysterical!!), the buzz was incredible and the murmur in unison was “ what pieces” people were queuing up to buy.
When the doors finally opened, instead of a mad free for all, limited groups of thirty were let in a one time. When in store you were give a bracelet to show that you had “served you time” in the cold and that you were totally entitled to this 15 mins of shopping heaven!!
And check this, you had only a limited time to shop…fifteen minutes in total!!
And…. GO!!!!
But these little constraint added to the panto and atmosphere, and most certainly added to the exclusive feel of the garments!
Talk about a sales and marketing success, I don’t know ANYONE female that wasn’t talking about it yesterday whether she braved the crowds herself, of whether one of her friends went, simply EVERYONE was raving about it.
And word on the street is that whole collection for women was completely sold out both in the stores and on-line yesterday. I am waiting for the pieces to start turning up on e-bay for hundreds of pounds….you think I am joking ???
One things for sure Mr Alber Elbaz and H & M will certainly be enjoying a few more golden coins in their Xmas stocking this year.
And good on them I say, for making it possible for many of us “Cinderella’s” to now be able to go to the ball in total designer style!
-Karen
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