Versace for H&M collection: Donatella greets desperate shoppers as website crashes
Hordes of shoppers besieged H&M stores across the globe as Versace's collection for the high street shop went on sale today.
With many shoppers having spent the night queuing on the pavements outside, there were scenes of hysteria at 9am as the eager crowds were finally let in to fill their arms with brightly printed garments from the shelves.
In Dubai and Beijingwhere 9am had come and gone, shoppers reported H&M stores selling out of the entire collection in under 30 minutes - with many pieces arriving on eBay moments later.
Success: Donatella Versace arrives at the H&M store on London's Regent St this morning to celebrate the launch of her collection for H&M
Glamorous: Donatella wore a 199 pink leather studded dress and a leather jacket, both from the collection
Fail: H&M's website crashed under the large number of users trying to buy the collection
Sorry: H&M took to Twitter to apologise for their technical issues
Donatella Versace herself made an appearance at London's Regent St store to welcome her fans, stepping out of her chauffeur-driven car onto a pink carpet, clad in a nipped-in version of Versace x H&M pink leather dress and a studded leather coat from the range.
In the store, sales assistants dressed in top-to-toe Versace designs attempted to corral the high-spirited shoppers into a second waiting zone, where they would be held until their ten minute shopping slot came round.
More...
- Donatella 'cancelled Versace for H&M shoot with real women as models because they did not fit her branding'
- What does your husband REALLY think of your wobbly bits? Five brave women find out - and the answers are surprising and endearing
- 'I feel sorry for these very young girls': Vogue cover girl Marisa Berenson on the 'cold business' of modelling
Online, H&M's website cra! shed und er the demand as thousands tried to log on simultaneously. A spokesperson for the store took to Twitter to apologise for 'technical problems', saying they were 'working hard to solve them.'
In the mele, rogue shoppers who had jumped the queue attempted to grab items from over the fence, but dozens of extra security guards and shop assistants made sure no attempt at queue-jumping was successful.
The first shoppers through the door frantically tore clothes from shelves and rails, loading their arms with dresses, jackets and accessories while security guards counted down the minutes - in some stores, blowing a whistle to let shoppers know their time slot was up.
But many - especially male shoppers - were left disappointed when they found much of the men's collection that had been previewed was not to be found in the store.
Nightwatch: Shoppers queued in the early hours to ensure they didn't miss out
Pleased: Shoppers at Manchester's Trafford Centre show off their purchases
...where moments after the doors had opened, the shelves were bare
! Shopped out: An entire new Versace wardrobe for Gemma Rose Breger, fashion stylist and blogger at wearsitfrom.blogspot.com
Stylish: Neco, left, attended the launch, while Caleen Heslop, right, leaves H&M with her coveted Versace purchases
One London student, Alan Murrell, 21, was first in line at the Kensington branch of H&M, having arrived with girlfriend Laura Scott, 21, at 10pm last night.
But he was not able to buy the pieces he had earmarked online ahead of the opening day.
'There were none of the suits that showed on the catwalk, and very few jackets,' he said this morning.
'I got a few T-shirts, but that was all.'
Genuine Versace fans in the queue also reported their dismay at the number of those waiting already making plans to sell their booty on auction site eBay.
Many in the queue brought along laptops and were charting the prices of the Versace for H&M collection on eBay.
Rules were in place to prevent a reoccurrence of the issues experienced on previous celebrity collaboration opening days, where fights broke out in the hysterical crush and opportunistic eBay sellers arrived in their droves to empty entire racks of identical items into huge laundry bags that they sold at vastly inflated prices that same day.
Devoted: From left, Stephanie O'Reilly, 22, Alan Murrell and Laura Scott, both 21, were first in line, having queued since 10pm the previous night
Big spenders: From left, at the Newcastle launch, Sheridan Henderson, Fern Hughgill and Celine Roels spent over 1,200 on the collection
Triumphant: Three ladies carry their booty home after filling their bags during their allotted 10 minutes
Worthwhile trip: Jamie Diamond and Kelly Little travelled from Bournemouth to queue at the Kensington store - their nearest. 'Next time they should launch the collection in more stores outside of London, like Southhampton, for instance' they said. - though both agreed the trip was a success
Hordes: Security guards attempted to keep the ever-growing queues under control as more and more shoppers joined the line
Frantic: Shoppers load up their arms with pieces from the collection. Right, a man buys numerous boxes containing jewellery, shoes and accessories
Authentic: The shoppers snapped up the vibrant pieces, which were said to be 'very Versace'
Time's up! A Manchester store assistant blows a whistle to let shoppers know their ten minutes is up
Line up: These Versace bags won't stay empty for long
Choices, choices: Shoppers could only buy one o! f each s ize in every garment
This time around, H&M in the UK made sure everything was well organised, with wristbands allowing pre-allotted 10 minute time slots and limits on the number of items each shopper could buy, with only one item in each size permitted to each shopper.
The same rules did not apply elsewhere, however, and shoppers in Dubai and Beijing reported queuing for nearly 24 hours ahead of the collection's release but still being disappointed when the first few through the doors cleaned the shelves.
A disappointed shopper who had queued outside the Dubai store told MailOnline that a ten minute, invite-only VIP preview meant that by the time regular shoppers were allowed in, most of the best items were gone.
With no limits in place, the rest of the items were cleared from the rails in multiples by the first swathe of shoppers - many of which were clearly to be sold on later - leaving the shelves bare in under an hour.
It is the latest in a long line of collaborations that has seen H&M partner with Lanvin, Madonna and Jimmy Choo, and has been heavily promoted since it was announced this autumn.
The collection, which starts at 19.99 for jewellery going up to 199.99 for a leather jacket, was launched in a glittering fashion show held in New York's Meatpacking District last week, and saw Lady Gaga, Blake Lively, Jessica Alba and Prince attend, all clad in items from the label.
Shoppers pictured in the early hours of the morning camping outside H&M in High Street Kensington as Versace's cut-price collection hits the high street today
Shoppers queue in the rain before the launch of the Versace for H&M collection outside an H&M store in Beijing
Of the collection, Donatella Versace said: 'The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere.'
'For the collaboration we've brought back from the archives, as well as from more recent collections, some ofthe icons of Versace, such as the bright prints, the Greek key and daring cuts.
'I can't wait to see how H&M's wide audience will make these pieces their own.'
The Swedish fashion outlet has high hopes for this collection, with H&M's Creative Advisor Margareta van den Bosch saying: 'Versaces collection for H&M is a moment in fashion.
'It is full of strong pieces that stand out, with colours, prints and cuts that are clean and precise.
'The womens collection is flattering and full of dresses, while the mens collection is very sophisticated.
'When I think about Versace I think of iconic items. With this collection for H&M weve got the essence of Versace.
THE COLLECTION (Scroll down for a video lookbook)
From left: Orange dress 69.99 and yellow and pink silk dresses 12! 9.99 eac h
Trademarkbright colours: silk dress 79.99 and leggings 24.99
From left: Silk dress 79.99, metallic dress 149.99, top 39.99 skirt 69.99 and jacket 149.99
From left: Silk dress 79.99, bustier 69.99 and trousers 39.99, leather dress, 179.99
From left: Top 49.99 and leather trousers 179.99, shirt 29.99 and jeans 39.99, jacket 79.99
From left: Blazer 79.99, shirt 29.99 and trousers 39.99, top 24.99 and leather belt 39.99, men's studded leather jacket 199.99 and shorts 29.99
Comments