23 April 2009

WATCH the Matthew Williamson for H&M stampede

It wasn't quite the fashion frenzy we experienced last year when Comme des Garçons launched at H&M, but shoppers were certainly out in force this morning – eager to be first to get their hands on a piece of the much-hyped Matthew Williamson collection. The H&M staff had been working all night to clear the destruction made at the Regent Street store last night when Matthew's famous fans - we're talking Mischa Barton, Sienna Miller and Pixie Geldof – ransacked the store at the special preview shopping event. The queue started at 6.30am, ironically with Catherine an H&M employee, who took her seat on a piece of cardboard so she could be first in the door at the flagship store. (Surely she would have got first dibs anyway?!) And the line snaked around the corner of Argyll Street as women clutching copies of Grazia decided what to aim for...

After a quick straw poll of the line it was the sequin dress, as premiered by Ginnifer Goodwin, and the studded belt that emerged top of the shoppers' wish lists, closely followed by the cropped leather jacket. Then at 9am prompt, the doors opened and it was every woman – and a few unwilling boyfriends clutching hastily scrawled shopping lists – for themselves. Literally three minutes later, staff were rushing to replenish stock, and we witnessed one woman spend over £600 on the collection. That's a lot of peacock dresses. They'd sold out by the time we left – along with the chain-handle bags and dwindling numbers of those feathered cardigans. But don't worry people, there's another drop of the Matthew Williamson collection on 14 May, and no doubt another stampede, too...

Read the reaction around the world to the Matthew Williamson for H&M collection here.

- Katie Jackson


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