Every year I buy something from the H&M designer collaboration (an early birthday present from me to me). In recent years these have become fashion juggernauts creaking and cranking into select H&M stores months after they have been announced. So long has passed that hype has fluctuated like waves. However this year the fever pitch was and still is incredibly intense and the H&M x Balmain hashtag (#HMBALMAINATION) has taken over the social media world. This year I had the chance to go to the launch event the day before the collection went on sale.
H&M were running a twitter competition for people to get the chance to see and shop the collection the day before it goes on sale nationwide and Sister was lucky enough to win a place. Usually I am on the H&M online store trying to buy something from the collection along with millions of other people (by the time I get into the site what I wanted is usually sold out in my size). I have never gone to a store on the launch day either because I don’t think my constitution or temper can handle the carnage. So it was really nice to get the chance to experience this side of the shopping experience.
When I say really nice I mean nicer than if I had gone on the 5th of November when stores opened. There was still carnage and there were still lots and lots (and lots) of people. But Sister and I girded our respective loins and joined in the fray.
I really was very meh about the collection as hype started to build. Thigh high boots look terrible on me. The jacket is how much? But there were some pieces I was really interested in, like the blouses and jewellery. Plus velvet was all over the place and velvet is everything.
H&M put on an absolute party with models wearing the clothes in cages, canepes and drinks for all customers, a live DJ and goody bags. Once we were in the store Sister and I grabbed what we could and within 30 minutes the rails were empty. And I mean empty. Completely empty.
I would have loved to buy more. I would have loved to shove people out of the way so I could get my hands on some amazing pieces but what we did end up buying we loved. Part of me really did want that beaded jacket even though it really did cost that much money. Thankfully it was long gone before I even got in the store.
I think we were incredibly lucky to get our hands on some pieces – I tried the next day to buy the necklace of my dreams for H&M’s online store but by the time I got in everything was sold out and I don’t want to buy it from eBay for those astronomical prices. I don’t really understand how H&M underestimated the demand for this collection – they were the ones advertising the crap out of it for months and months.
However, it was an interesting evening. We were in and out of the store in less than an hour and most of that time was spent queuing to pay. Roll on next year’s designer collaboration and the hope that H&M sorts out their website.