On Thursday, March 8th, H&M’s latest designer collaboration line arrived in stores. DFW Style Daily presents the following on-the-ground report from debut day in Dallas, via team member Sean Charles:
After months of anticipation-building ads and press, including a very tempting commercial directed by Sofia Coppola, the wait for H&M’s collaboration with Italian design house Marni ended this Thursday. Although considerably less crazed than the fast fashion retailer’s November launch, referring of course to Versace mania, Marni merch did draw a moderate crowd at NorthPark Center.
In pre-opening hours, the line peaked at about 200 people, owing perhaps to the fact that Marni is not as familiar to North Texas shoppers as its over-the-top jungle printed predecessor. H&M’s colored-coded collaboration shopping system was nonetheless implemented. Bracelets were passed around, with each color group allowed a brief window inside a dedicated section of the store. This process was necessary for just a little over one hour, after which time only a small amount of shoppers remained.
The craze inside the barricaded makeshift Marni boutique, however, belied the relative calm outside the store. With each colored-coded group gaining only twenty minutes to grab the collab, a mini Marni panic ensued. Merchandise soon began to vanish, and waiting lists were established for all store visuals displaying additional items. The star of the collection, an Amber Leaf necklace, was in high demand.
DJ Lucy Wrubel makes a mad dash for Marni.
Moderate turnout aside, by noon the major pieces of the collection were gone. A mid-afternoon check back revealed only T-shirts and a small amount of accessories left in the aftermath of the morning spree.
There is good news, though, for those still seeking to score. Rumor has it that Marni merch will be replenished this Saturday, March 10th.
(All photos, credit DFW Style Daily)