As we all know, limited edition designer collaborations with mass retailers tend to launch with a bang–and not always in a good way. There are often long lines, pushing, shoving, fighting, disorganization and crazy people trying to buy the entire inventory to sell on eBay. The fact of that matter is that when Marni for H&M goes on sale tomorrow at 8am (!!), you’re not going to be able to waltz in on your lunch break and pick up a couple of printed dresses. People will probably have camped out and it will probably be a mob scene by the time the stores open tomorrow. To keep things somewhat in order, H&M has a system in place. Here’s the deal:
Every customer can buy from the entire collection but with a limit of purchasing a maximum of two pieces per product, i.e. not more than two sizes (shoes/garments) or pieces (accessories) per product per customer. The shopping limit covers the entire Marni for H&M Collection. Your place in line does not guarantee any items from the Marni for H&M collection.
The first 300 people in line will be given a colored bracelet; there are 10 colors with one for each group of 30 customers. Your color determines when it’s your time to shop in the designer collection area. Each group will have 15 minutes to shop, with 5 minutes between slots. The bracelets are only for customers shopping the Marni collection and are used to shorten the queue and make your shopping experience easier.
Not among the first 300? No problem! You can still shop in the store as the queuing system only applies to the designer collection. Find inspiration and get ready for your turn – after three and a half hours we’ll open the area to all customers.
Every store will open at 8am tomorrow. For a complete list of stores that will be selling the collection, head here. And go here for the complete look book and prices. And here to see celebrities wearing the clothes (here’s a video), as that might sway your decision–not that it should.
For even further insight into the shopping process, Refinery 29 spoke to H&M spokesperson Jennifer Ward. She describes the types of people who shop the collections: “They’re very calculated, and they’re looking to get their hands on the specific pieces they want. So they come in knowing exactly what they want, and they’re asking for it, and they’re running to get it.” She expects shoes and necklaces to go first and encourages people living in New York and L.A. to get there in “the middle of the night.” Good thing it’s warm out!
Ward also smartly recommends coming back a few days later, after people have returned things, if you didn’t find what you wanted. She also tells this hilarious story: “When we did Lanvin last November, we had somebody going on Twitter saying there was a stabbing outside of H&M — which was absolutely not true! They obviously did it so people would get scared and not line up, and there was no such issue, not even close (though we did have the police come in and investigate, just to make sure).” Don’t get any funny ideas, guys.
Our advice: decide what you want to get beforehand and watch the salespeople as they’re refilling the racks. That being said, see below for our 10 favorite items from the collection that, if we’re lucky, will soon be a part of our spring wardrobes!