Do it for the Gram.
Yesterday saw the launch of most anticipated colllaboration between Alexander Wang x H&M which was sold globally in select countries and stores, and eventually sold out. Down in London, we at PAUSE headed down to the H&M store in Regents Street, from 6am people we’re already queing from all H&M stores around Oxford Circus which wasn’t a surprise to us at all. The first 50 people in the que we’re given a free Alexander Wang x H&M backpack which unfolds into a chair for them to sit, relax and prepare to shop.
@mnmcl captioned on Instagram ” limited gift for the first 50 passionate fashion lovers.”
After hours and hours of waiting, the retail workers came out to give everyone hot chocolate and wrist bands as well as press who came down to interview and photograph a few people in the que. The countdown came close, and everyone started to prepare, once it hit 9am the menswear que was allowed to brace themselves into the store.
What we at PAUSE saw was a huge example of how-not-to-shop, there was no time to think, check a price or feel the product. You simply had to pick whatever you saw and go.
The best thing about the day and for anyone, whatever they bought, whether small or big, is that you got a free pull string backpack and a large Alexander Wang x H&M shopping bag which everyone on Instagram showed off. We asked our readers to tag us in their #AlexanderWangxH&M pictures and here’s a few of our selected favourites:
Here’s a few more that we found and liked:
The collection sold out really quickly and if you still manage to get anything you’re very lucky, the most wanted items from the collection was the WANG scuba jumpers which are now currently sold on eBay at a much higher price.
Shopping tip: In future, shop upcoming / highly wanted collaborations through the H&M app store as most people who used this method successfully bought what they wanted.
Words: Johnson Gold