Isabel Marant's highly-anticipated collection for H&M will be the first of H&M's many in-demand designer collaborations to be available online for U.S. customers, as the retailer just launched U.S. e-commerce in August.
Which is pretty exciting news. If the weather Thursday morning is anything like today's, we would certainly prefer sitting at home in our pajamas over sitting outside in the snow to get first dibs on the collection.
But, is it really going to be that easy? We talked to H&M to find out what the deal's going to be with getting the goods on H&M.com, from what time it will be available to what will be available. Here's everything you need to know:
• The collection will go live at H&M's U.S. site at 12 p.m. ET (so you don't even have to wake up at the crack of dawn). In addition, Times Square will be the first store in the world to sell it, beginning at 1 a.m. ET. All participating stores will follow at 8 a.m.
• Shoppers can only buy one of every product (meaning you can't buy a full run of sizes in one style) online. In stores, however, shoppers can purchase four of every product. The limitations are meant to prevent the resale of items on sites like eBay.
• Everything that's available in stores will be available online and vice versa.
H&M declined to answer our question about how H&M is preparing its website for the inevitable surge in traffic that will come when the collection goes live. So, if you're counting on getting your Isabel Marant for H&M fix online, it's possible you could find yourself logging onto a crashed website, as has happened with these collaboration launches so many times before. Let's hope H&M has learned from other retailers' mistakes, as well as its own: Back in 2011, Versace for H&M crashed its UK site.