This morning, before the light had even come through and the birds hadn’t even sung their first song, I was up and about eagerly preparing for my day of Jimmy Choo heaven at H&M. I thought I was ready physically and mentally. I had my purse, donned my flattest most comfortable boots (I’m not ashamed to admit they were Uggs) and got my gloves.
I’m no stranger to queueing for such events, I’ve waited patiently for Karl Lagerfeld’s and Matthew Williamson’s collections for H&M and always try to be first in the Gucci queue at the Harrods sale. Therefore I had also prepared myself for the pushing and shoving that’s bound to happen when you put too many bargain hungry fashionistas in one cramped place and make them wait.
However I can honestly say I’ve never seen anything like the scenes I saw this morning. My tube, which is at the end of a north London line and a good 45 minutes from London, was packed with squeeling 15 and 16 year olds who covered the carriages wearing the latest trends and talking loudly about what they were going to buy. Zebra print bags and sandals, being the most heard phrase. Others sat shouting about their queueing game plan.
By the time we neared the final stop I could barely move for the hoards of fashionistas raring to go. And as soon as those tube doors opened it was a rush to the escalators and to the great outdoors where we were one step closer to this years fashion must haves.
The queue was already winding around the corner and the first half was covered in sleeping bags, which eager girls had obviously pitched up the night before. I joined and waited patiently despite being pushed left, right and centre and being caught up amongst arguments started by the standard “you’ve pushed in.”
I even managed to talk to a few girls. One told me: “I would have come earlier, but I didn’t want to leave my baby on his own for too long.”
Another said she’d been saving up hard for months to “really make the trip worth it.”
It was then I really began to wonder why we’re so desperate to get our hands on such items. Was a Jimmy Choo shoe, handbag suede dress or sequined jacket really important enough to risk something happening to your baby for?
And as the girls, who had chosen to spend their night freezing on a cold pavement rather than enjoying a Friday night out with friends, walked past smugly holding their rewards (I spotted a good few boxes and handbag straps poking out of those bags) I realised that this mad frenzy wasn’t for me.
I was hours from the front, and although I would have previously killed for even a buckle of this collection, the crazy, and at times, downright desperate, atmosphere was too much.
So I did something I’d never done before. I chickened out.
Taking myself to the nearest internet cafe I logged onto Ebay and typed in the probably most popular search of the day: Jimmy Choo for H&M. Well, I may have lost the Jimmy Choo queue battle, but I’m certainly not going to lose the war.
I’ll let you know how I got on next week but if you were one of the lucky girls who got hold of some of the collection I’d love to hear from you. Leave your comment below and let me know.
I chickened out too. I was going to go the night before, but I decided it wasn’t worth not going to a party last night and sleeping in front of a store. I am glad they offer online shopping here – I managed to get 4 pairs, including a pair of thigh-high boots
Which, if the prices go up enough on Ebay, I might just list there.
Hiya. I’d love the chance to comment as ‘one of the girls on the pavement on Friday’.
I showed up at 10pm promptly to Oxford Circus having heard on the radio that droves were expected at midnight. I was #18 in line, and thankfully some of the blessed few underneath the stone canopy.
We were handed these ‘hand warmers’ by sympathetic H&M staff – which provided warmth for 10 minutes. I saved mine for the gruelling 3am when I would need it most.
NO security was provided for Friday PM after the shop closed. This resulted in one poor girl being assaulted – her glasses broken, and was woefully taped up by H&M staff. Drunks came up to us all through the night, and there were no barriers or systems in place.
It was COLD. It was damp, and the damp made the cold seem even worse. The noise from the traffic and the passers by at all times made it impossible to sleep, if the cold didn’t get you first!
We were all making bets as to when the majority of the people would show up – there remained a consistent 40-hard core crowd through the night, and it only picked up when the tube lines reopened the next day.
At 7pm, it was CHAOS as staff were trying to hand out both the ‘colour wristband’ pamphlet, and then the colour wristbands themselves, which would allow 20 people at any given time into the handbag/shoe/accessories ‘golden’ area.
I was given a green wristband – the first set. (woohoo!) However they did not write numbers down on our wristbands.
Then we were told that we could go off but had to be back by 9:15 at the latest. I went to the nearby MC Donald’s to warm up.
At 8:45 I walked back to the H&M – and the que had quite literally ‘wrapped around on itself’ and was covering the whole square of the block. I had a green Band, and because of the earlier camaraderie, those with green bands were pushed to the front of the que, near the doors.
When the doors opened it was a stampede. I was pushed forward, and carried into the door, whether or not I wanted to.
We were instructed to go downstairs – it was ABSOLUTELY chaos. Bands and non-banders went in alike.
The staff then decided to try to get the green bands to form a line – we had already done so, but they wanted it straighter, which resulted in more crushing and pushing.
Everyone was crowding in on the small penned-off area, bands and non-bands alike.. and we were finally let through.
Oh. Did I mention we were limited to *10* minutes in that area?
10 minutes to decide what items you want, to inspect the items, and then to get out. You paid in a separate area.
It was disorganized, reminding me of the Stella McCartney fiasco all over again…!!
I did manage to get the beautiful red strappy heels, the mock croc star wallet, and also the 5-chain bracelet and a round circular leather coin purse, but I left with a distinct bad taste in my mouth…
Those that had queued with wristbands should have been given priority entrance, and ONLY been let downstairs. It was claustrophobic, bordering on frenzy, and a very, very unpleasant shopping experience.
I have just returned home triumphant with my five pairs of Choo’s. I may be absolutly exhausted, my boots may be soaked through, I may look like I’ve returned from a morning’s work on a farm, but I am the proud owner of beautiful shoes that will last me a long long time and will make my friends wish they had braved the cold dark streets at six am this morning. My lovely boyf came with me and provided much needed queue coffees and even snuck a bag in the cupboard upstairs which I have a feeling will resurface on Christmas morning. Lucky old me!
It’s my first ‘designer collaboration queue’ experience and I’m pleased I did it, although I don’t think I’d have done it if it were anyone but Jimmy!
My friend and I were lucky enough to attend the preview party last night at the Regent Street store and we queued for 3 hours beforehand in order to be the first in the store. It was busy and obviously everyone was keen to purchase but there was nothing like the crowds and chaos that seemed to happen this morning. We walked past the Oxford Circus branch at 11am today and it looked crazy, I wish everyone there the best of luck!
My friend and I were lucky enough to attend the preview party last night at the Regent Street store and we queued for 3 hours beforehand in order to be the first in the store. It was busy and obviously everyone was keen to purchase but there was nothing like the crowds and chaos that seemed to happen this morning. We walked past the Oxford Circus branch at 11am today and it looked crazy, I wish everyone there the best of luck!
After waiting for an hour and a half in the wind and rain I finally got into H and M. With all the pushing and shoving I got my fur gillit, that I had been waiting so long to get.
Even though I got to H and M early, it still wasn’t early enough to get a wrist band. So i waited a crazy 2 and a half hours until the shoes and handbags were open to those without a wristband. At one point I felt like leaving as it was so chaotic but I carried on waiting. But you know what, it was worth it as I got my clutch and my wonderful Jimmy choo shoes. I also spent more then I thought I would, but hey it’s Jimmy Choo, I’ve been dreaming to own a pair for as long as I can remember, so I’m pleased with my purchases:)
Wow, seems like London was more crazy than New York. I reached the store at 11am this morning. There was no queue for Jimmy Choo clothes so I was able to pick the black dress I wanted (sadly the fur jacket was sold out but at least I didn’t ruin my Friday night). There was a line for the shoes, handbags & accessories section..but I was in there within 30min..bought a pair of shoes, a clutch & 2 bracelets….chances are I’ll be one of those selling my clutch on eBay. I’m very brand conscious but not a big fan of Jimmy Choo & seriously, I was a bit disappointed at the collection; it wasn’t outstanding.
I was there with you, Dana. You won’t remember me. But I remember you as the American girl who couldn’t keep her mouth shut and started fights with most of the harmless passing drunks. You clearly can’t read either, else you would have noticed that there were posters everywhere and H&M’s own website stated you would be allocated 10 minutes to shop for shoes. How long did you need to pick up the 4 items you state you purchased? If you had 10 minutes, that about 2.5 minutes per item? JOB DONE.
I had a gree wristband too, I thought the H&M Staff were excellent, I thought it was exceptionally well organised (the store manager is a credit to his firm!) and I had a thoroughly enjoyable experience. Thanks to all the wonderful, helpful staff who did their very best to make it a great experience. See you next year!
I was there with you, Dana. You won’t remember me. But I remember you as the American girl who couldn’t keep her mouth shut and started fights with most of the harmless passing drunks. You clearly can’t read either, else you would have noticed that there were posters everywhere and H&M’s own website stated you would be allocated 10 minutes to shop for shoes. How long did you need to pick up the 4 items you state you purchased? If you had 10 minutes, that about 2.5 minutes per item? JOB DONE.
I had a gree wristband too, I thought the H&M Staff were excellent, I thought it was exceptionally well organised (the store manager is a credit to his firm!) and I had a thoroughly enjoyable experience. Thanks to all the wonderful, helpful staff who did their very best to make it a great experience. See you next year!
good morning Andrea,
I am actually on that picture with my boyfriend. We started to queu Friday night at 11pm. The waiting was long, cold and windy, but worth it. i got one handbag, (the big leather one), one purse, bracelet, 1 pair of shoes (i wanted more but I am a size 9 and had to squeeze my feet to fit in a size 7). I am not too bothered about the shoes, as I already have 2 pairs of Jimmy Choo that my BF bought me last year. I was more interested in getting a handbag. My BF and I both had a wristband, he was in charge of Handbag and purse while I was hopping for the shoes.
The worst is, I had to go back in the afternoon for the shoes, as the first 2 pairs I took were definitely not fitting. I managed to get one, so again, it was all worth it.
I’d like to say weel done to the H&M staff, it was a really good thing to have the wristband, it was really well-organised.
I really like this article and have enjoyed reading. Nice article, love the post.
I really like this article and have enjoyed reading. Nice article, love the post.
I happened to be in London on Saturday and saw the crowds but chickened out. After five attempts at looking at the queue I decided to not bother but on my final glance over at around 2pm……the queue was decidedly smaller!!
I whizzed over Oxford Street and less than 45 mins later was the proud owner of a pink clutch and a pair of earrings.
TBH it was worth it for the gorgeous blue fabric bag that my clutch was living in and the amazing bright blue carrier bag!!
Going back to the hotel on the tube was a like secret gang of girls who had discovered the holy grail and nodded at each other
I q’ed for my Jimmy Choo’s with the best of them and after much fighting and crawling aorund the floor I finally got the pair i wanted, I was so happy!!
I saved them for my holidays before i wore them, can you impagine my horror when one of the heels gave way after only walking about 10 yards!! i was in tears, i have never in my life had a pair of shoes give way on me!!
The worst thing is i wont be able to return them for another pair as they have all sold out!!
Oh well i will just have to save my pennies for some real one’s!! perhaps a pair of CL’s next time
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