Store Opening or Performance Art

H&M just launched their high-end range, COS, with a store opening in Copenhagen. With it comes this fun video, of everyone waiting for it to open. W
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H&M just launched their high-end range, COS, with a store opening in Copenhagen. With it comes this fun video, of everyone waiting for it to open. W

H&M just launched their high-end range, COS, with a store opening in Copenhagen. With it comes this fun video, of everyone waiting for it to open. We think it's sort of adorable, and hysterical, and random - it reminds us a little bit of a Vanessa Beecroft installation. But maybe it's also indicative of how foreign fashion addicts shop, and how the American shopping experience has a different kind of urgency: When Proenza for Target launched last year, there was a line around the block, a few tourist shoppers with glittery signs, and a noise so loud from the street, we briefly thought we were at a concert for The Rapture. We've seen similar scenes for Phillip Lim / Uniqlo, H&M / Viktor & Rolf, and of course Kate Moss / TopShop at Barneys. In Copenhagen, it's a little calmer - but if COS ever comes to NYC, we're expecting madness... again