And so the Frenzy Starts: Versace for H&M

November 17, 2011 • Fashion Blog, Fashion for the Masses

The Versace for H&M collection went on sale in Asia and Europe this morning as just as you would expect, it seems as if there’s was much pushing and shoving. Within 15 minutes, the rails had been picked clean of all black dresses in France. In Shanghai, hundreds of people waited (or paid others to wait for them) outside the H&M store on the glitzy shopping street of Huai Hai Lu.

And of course, there wouldn’t be a major collaboration release without a fight. A fist fight broke out just before the store opened amongst a group of men hired to wait on behalf of shoppers who did not want to stand in the line. The line had actually started to form outside the store early in the afternoon the day before.

The professional queuers, a common phenomenon in Shanghai, as well as a mix of migrant workers also paid to be placeholders, were mixed in with a predominantly male group of customers. Some said they were there to grab up as much of the Versace collection as they could and then resell it on Taobao, China’s largest e-commerce site.

“There are so many Chinese guys,” marveled Chiara Salmeri, an Italian who arrived at 5:45 in the morning. “In Italy there would be no men queuing. I am so surprised.”

Great. So expect that $20 bracelet to cost up to over $100… oh wait, they’ve already started…

– Taneisha Jordan

Source & Photo: WWD

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