The easy tranquility Sofia Coppola injected into the Marni for H&M ads must have made its way into the minds of shoppers because, from what we've gathered, this morning's launch was not nearly as crazed as past ones.
It all started last night. When we left a pre-shop event for press at the H&M on 5th Avenue & 51st Street around 9pm, there were only about three people camped out in front of the store. Perhaps it sounds insane that any people were camped out 12 hours before the store was set to open, but at the Versace for H&M event, there were at least 50 people camped out by that time. And it was freezing.
This morning was also comparatively calm. We hear 150 wristbands were given out in total at 5th & 51st in NYC. Racked tweeted, "Despite the lines, the Marni x H&M launch is much less crazy than Versace x H&M." Chicago sounded pretty calm too. The Telegraph reports that the Regent Street store in London was "hardly the mania of the preceding H&M collaboration with Versace that hit the rails in November." Grazia has some photos. However, Glamour tweeted that Paris shoppers were trying to pull items off mannequins, but so were editors in New York last night.
So far, there have been no reports of fights or stampedes or websites crashing. Just a few long-ish lines, and as expected, some things sold out quickly. A friend at the front lines reported that much of the jewelry and shoes were gone by 9am, as were the printed pajama shorts.
So why are people less manic about this collection? If it can't all be traced back to Sofia Coppola, it's probably because Marni has more of a cult-ish following than a more ubiquitous brand like Versace. You don't hear rappers talking about Marni in their songs and Lady Gaga probably doesn't wear it. It's quirky and offbeat. Of course, this doesn't mean there are any less people trying to make a profit off of this limited edition collab. There are already almost 700 items to be found marked up on eBay, like a leather jacket going for upwards of $500 and dresses for more than $300.
A friend who made it in this morning in the fourth group at about 9am told us accessories were the first to go and there seemed to be a lot of "hoarders and ebayers" and people just grabbing whatever they could in the allotted 15 minutes, which may mean that what doesn't end up on eBay will get returned within the next few days. If anyone sees those printed silk shorts and matching pajama top, can you let me know?
Did you shop the collab this morning? How did it go?