A Complete Rundown of the Versace for H&M Frenzy


Donatella Versace, Nicki Minaj (Getty Images)

Shoppers in-line outside of London's H&M. (Courtesy of Daily Mail)
The Versace for H&M collection is causing an international frenzy. Versace for H&M officially hit stores this morning in London, Paris, Milan and Shanghai to overwhelming fanfare. British shoppers camped out overnight in front of London's Regent Street store, with reports coming in that by 8:30 a.m. the eager line outside H&M had curled around the block. Lucky London shoppers even got to catch a glimpse of Donatella Versace herself who was on-hand at the London store to meet H&M shoppers. In Milan, even a widespread transportation strike and frigid temperatures could not deter die-hard fashionistas from lining up at the crack of dawn outside the H&M store in Piazza San Babila.

Meanwhile, Chinese shoppers in Shanghai proved their sheer determination to get their hands on the budget-friendly Versace designs. Hundreds of people waited anxiously outside H&M with a select few crafty shoppers going so far as to hire migrant workers to hold their place in line. Perhaps the crowd grew too antsy in anticipation, as a fight broke out amongst a group of the hired "professional queuers"—not surprising, seeing how the line had begun to form outside the store the previous day. In Dubai and Beijing, shoppers reported that stores were selling out of the entire collection in under 30 minutes.

The line outside of H&M Shanghai. (Courtesy of WWD)
In a deja vu Missoni for Target moment, the H&M site crashed as thousands tried to log on to the site simultaneously. H&M took to their Twitter feed to address the problem, saying, "Followers, we’re sorry about the technical problems in our shop online markets – we’re working hard to solve them!”

The Versace for H&M collection is set to release in US stores on November 19, but if shoppers think the experience will be a shopping free-for-all, think again. H&M has a strict shopping system for the collection. The full set of rules can be viewed on H&M's website, but here is the rundown:

  • The first 280 people in line will receive one of 14 different colored bracelets, 20 people for each bracelet color. On the bracelet you will be given a specific time for shopping in our designated area. The bracelets are only needed for our women’s collection. Customers buying the men’s collection will not require a bracelet. When your time slot arrives, you will enter the designated area to shop for 15 minutes. Our goal is to create a better shopping experience for all of our customers.
  • If you are not one of the first 280 in line, you will of course have the opportunity to shop from the men’s collection or within H&M. When the 14 groups have finished their shopping we will open up the women’s collection to all of our customers.
  • To make sure as many customers as possible are able to buy from the Versace for H&M collection, we have a shopping limit. Every customer can buy from the entire collection, but with a limit of purchasing a maximum of two pieces per product, ie not more than two sizes (shoes/garments) or pieces (accessories) per product per customer. The shopping limit covers the entire Versace for H&M collection. Your place in line does not guarantee any items from the Versace for H&M collection.

Need something to look forward to post-Versace? Rumor has it that H&M has their eye on sexy designer, Tom Ford!

Also on StyleBistro:
The Best and Worst Dressed at the Versace for H&M Fashion Event:
Donatella Versace showed off her H&M collection to a slew of stylish celebs, check out who hit and who missed on the red carpet!
I am an Associate Editor at StyleBistro.com, a self-declared shopaholic and suffering from major wanderlust tendencies. Follow me: Twitter
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