Just because Marni’s H&M line did not cause any mid-store fistfights or websites to crash, doesn’t make it a flop. The lower-priced option, which debuted yesterday, drew early morning crowds to the 260 worldwide locations and is now mostly sold out. (But, as we discovered here, readily available on eBay.) The general atmosphere however, differed from similar launches (like Versace, earlier this year) at the Swedish retailer—things were a little quieter and much more civilized.
"Marni is not a household name, but people have an appreciation for it," Nicole Christie, H&M’s communications manager told WWD. "There’s a better understanding of labels with the advent of the Internet."
According to the daily, 500 people had arrived by 9:30 AM at the company’s Paris flagship and, in London, customers began lining up at 3:00 AM. The label’s Shanghai outpost was decidedly less busy—the wait was a few hours at most—but Seoul drew about 400 people per store. In the United States, most pieces, especially jewelry, were gone by early afternoon.
Did you partake in yesterday’s Marni madness and if so, what was your shopping experience like? Were you as excited about this collection as past collaborations?
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