By Nicole Breskin
DNAinfo Reporter/Producer
MANHATTAN – Anxious fashionistas lined up from 3 a.m. Saturday for the unveiling of the Jimmy Choo fashion line at the Fifth Avenue flagship store of bargain retailer H&M.
Toting umbrellas, donning raincoats and, even, plastic bags to keep themselves drive, the line of mostly women stretched almost to the end of 51st Street, Racked reported. Shoppers waited patiently as the doors opened at 10 a.m., and 20 at a time were led into the store.
In order to prevent the chaos that has marred some bargain sales of designer labels, H&M imposed strict regulations Saturday. Under the rules, shoppers were to be escorted to specific departments where they would have 15 minutes to decide what to buy.
Each person could also only purchase one of a particular item to avoid hoarders stocking up for re-sale, management said.
The main draw of the collection, which includes shoes, of course, and accessories and clothing, is the comparatively reasonable cost. H&M is producing the line themselves, enabling them to lower the price tag on the normally costly items. The designs, however, are authentic Choo.
The Fifth Avenue store, is the only one in Manhattan offering the complete collection.
Two years ago, the store released the Roberto Cavalli for H&M Collection. According to one sales associate, who worked at H&M at the time, it was a chaotic mess.
“People were fighting and grabbing for clothes,” said a sales associate, who declined to give her name. “We’re being more cautious this time.”
The Jimmy Choo for H&M Collection is available in 200 stores worldwide. Prices start at $24.95 for a basic t-shirt, small purse or stud earrings and go up to $299 for knee-high, leather boots.
H&M has other participating locations in Manhattan, including stores at 1328 Broadway, 150 E. 86th St. and 435 Seventh Ave., which will offer part of the Jimmy Choo collection.
