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Isabel Marant for H&M Hits Stores


After an announcement via video 5 months ago the store and designer kept us guessing with twitpics up until a preview party in Paris last month.

The collaboration collection will be stocked in 250 stores globally, with shoppers queueing from the morning in hope of bagging some of the long-awaited pieces.


At the launch party last month – Image from Yahoo

Shoppers will be given a 10 minute dedicated time slot to shop the collection. Expecting a huge demand H&M set out guidelines for the stores and online shopping experience. In order to keep the launch under control and prevent bulk buying, the company will use the same guidelines that applied during their launch of the Margiela X H&M collection last year. The shopping method allows only 20 shoppers, in store to view the collection at once, each shopper will be given a wristband and a time slot of 10 minutes to get their piece of the collection. 

The online-store opens at 9am and shoppers are only allowed to buy one item in one size or style each time. H&M has then extended the return policy on goods from the range to 7 days instead of the usual 3 days, provided garments are brought back in pristine condition.

H&M’s new, New York flagship store was the first to offer the high anticipated collection, which ranges from £19.99 to £199.99, to the public when it’s doors opened at 1 minute past midnight last night.

The collaboration is set to be a sell-out, with pre-sale pieces hitting eBay earlier this month at more than double their retail price. The eager customer needs to get in quick, as items from the most anticipated H&M collaboration so far has already started selling out in-store and online. 

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