On our way to work on this sunny Thursday morning, Grazia Daily took a detour to H&M's store on Regent Street where the Marni madness was about to begin...
At 8:30am, the queue was surprisingly orderly and calm, with approximatley 100 excited (but tired) fashion bunnies waiting in the queue and ready to pounce.
The lack of hystericalness was thanks in part to the military-like operation. H&M staff were walking through the line, explaining the rules and showing a board of instructions. How helpful! 'Only one piece per style,' the lady explained. She gave each and every shopper a colour-coded wrist band and allocated them a time slot of ten minutes to shop. Blimey, we were expecting to be TRAMPLED.
First in the queue was Tammy, a student from Greenwich, who had started queuing at 3am this morning. 'I came with a group of friends so we kept each other awake!' Waiting just behind her was Paulina with a large cup of coffee (dropped off by a very kind friend). 'I'm here for Marni's amazing prints,' she told us. 'I'll be targeting the blue jacket and silk pajama trousers.' See, didn't we tell you it's good to have a game plan?
Grazia Daily managed to sneak inside the store to take a look at the beauties on offer before the frantic grabbing began. It's a prints paradise with the dreamy campaigns starring Imogen Poots hanging from the ceiling. Ooh, what to chose?
And check out these gorgeous green shopping bags! Forget the collection, we wouldn't mind a few of these.
9 o'clock saw the start of the frenzy we'd been waiting for. The doors were flung open and the first batch of shoppers came swarming in. Within seconds, there was snatching, shoving and yes, squealing.
We spotted one avid shopper leaving the penned area with a pile of boxes filled with earrings, but she was quickly reminded of the strict rule - only one piece per style, people! - and had half the boxes taken away. Yeekz!
Meanwhile, the silk trousers were selling like hot cakes! And the printed shorts were proving popular too.
Imagine Supermarket Sweep and you get an idea of the kind of hysteria. There was even Dale Winton a Marni man wearing braces, a bowtie and a printed monochrome shirt. 'THREE MINUTES LEFT!' he hollered checking his ticking stop watch. Go, go, go!
Staff were busy replenishing stock and helping customers stuff their goods into enormous shopping bags.
And check out their cute Marni tops. Jels!
The next batch due to be unleashed were waiting just outside the pen, anxiously watching their favourite pieces being snapped up and itching to start shopping themselves. 'I want those!' one girl said pointing to the pair of green heels while practically mounting the barrier. Talk about a Marni for H&M zoo!
At the checkout, tills were ring-dinging with a swarm of happy shoppers. Sandra had come up with a strategy in the queue, saw her target and went for it. 'I love that Marni's quirky and not too girlie,' she told us. 'My best buy is the boy's bucket bag.'
And here's Sally. 'I arrived at 4am this morning, but it was worth it!' So how much did she spend? '£270. Ish.' Bravo!
So did you make it to the launch this morning? Or did you pick up your buys online? We want to hear what you bought! So pop a comment in the box below or tweet us at @Grazia_Live. Phewf, we need a lie down.