The launch of H&M's designer collaborations are famously popular - unsurprising, since they allow shoppers with high street budgets to get their hands on pieces designed by the likes of Stella McCartney, Karl Lagerfeld, Roberto Cavalli or Matthew Williamson. So, as the store prepares to unleash it highly-anticipated Jimmy Choo collection on 14 November, the powers that be have taken the sensible step of laying down some ground rules in an attempt to control the inevitable hysteria.
The new 'shopping process' is detailed on H&M's website, alongside a preview of the goodies on offer. The goal? "To create a better shopping experience for all of our customers."
The upshot is that, to get first dibs, you'll need to be among the first 160 people in the queue, as the statement explains:
"The first 160 people in line will receive a bracelet; on the bracelet you will be given a specific time for shopping in our designated area. When your time has come, we will let you into the designated area to shop. If you are not one of the 160 first in line, you will of course have the opportunity to shop from the rest of collection or within H&M. After about two hours we will also open up the designated area for all of our customers."
Don't worry if you don't make it into the privileged few, however. In order to avoid the early birds stripping the shelves bare, the store is also imposing a limit of one per product - "ie, not more than one size (shoes/garments) or piece (accessories)" - per customer.
Picture: Designs by Jimmy Choo for H&M.
Hm.com
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