August 30 2014

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Choo-sing Wisely At H&M


While most H&M collab launches are early-morning affairs, for its much-hyped Jimmy Choo collection, the retailer threw open the doors of its Fifth Avenue flagship—newly redesigned and renovated, by the way—to an invite-only crowd on Friday night. Not, mind you, that any evening manners were in evidence. At 7 p.m. sharp, throngs of young women (accompanied by a few shell-shocked men) descended on the clothes, grabbing wildly at the sequined and beaded tanks, tunics, and jackets. Less popular were the suede offerings: a minidress with more than a foot of fringed trim went mostly untouched.

As expected, the real madness was in the “shoe department,” a sectioned-off corner (with “Choo blue”-painted police barriers) in the rear of the store. Once you gained access—burly security guards shut down the area multiple times—the most covetable items were any of the sky-high stilettos, particularly those in patent leather or zebra print. Among the other accessories, many shoppers were adding the bright pink plastic minaudière to their haul, while a wide studded belt, of which there were seemingly only a few, proved to be the most elusive prize. Those hoping for a few prizes of their own had better make tracks: The Fifth Avenue store still has stock at the moment, but once it’s gone, it’s gone for good.

Photo: Tom Judge / Courtesy of H&M

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