The amount of hype surrounding Versace's collaboration with H&M has been nothing short of immense. There was the the elaborate launch party in New York last week, posters all over the place and a commercial featuring Donatella herself which has been showing during prime time slots like The X-Factor. The point of all this was quite blatantly to make sure that there would be queues of people lined up this morning to get their hands on a little bit of high street Donatella. The Queue has become a phenomenon of the H&M collaboration story, but The Queue is not a singular thing- it is made up of individuals who all have their own reasons for being a part of it. This morning I went along to the Oxford Circus store, just down the road from the Regent Street opening where Donatella and Lady Gaga made appearances. Despite the lack of celebrity, The Queue still stretched right around the block. I was really interested to find out who was in The Queue and why... I expected a variety of reasons but was completely fascinated by the broad appeal which this collaboration seems to have. Readers, meet The Queue...
1. Hikaru, 24, Works at CyberDog in Camden
|Hikaru's J.W Anderson-esque boots are from Japan|
2. Joan, 60, Local Authority Commissioner.
'I've come to buy Christmas presents for my daughter and my son's girlfriend- they're both 23/24 but it's a bit OTT for me so I won't be getting anything for myself! My son's girlfriend is at Manchester University and students get to know about these things. I don't know much about Versace, I know the emblem. I didn't get here too early, about 8.40, but my son is up ahead of me in the queue. He's going to buy something for himself. His style is usually quite retro and all this is a bit glittery for him but I think he's going to get a shirt. We're getting the leggings and some jewellery for the girls. I've taken the day off work especially to come!'
|Luis in the bomber he hadn't planned to buy|
4. Akosua, 21, Freelance Photographer and Brenda, 19, a Footwear Student at Cordwainers.
|Akosua (left) and Brenda|
Brenda: 'I want the leggings and the bomber too. I won't be buying the boots- I've got such high standards with shoes I don't think they'd be right but I'm just excited to be here. We got up at 5 but had loads of stress so didn't get here til 8'
5. Ardy, 38, Head of Jewellery at Phillips Auction House
|Former model Ardy|
6. Cornelia, 23, Merchandising student at London College of Fashion
'I wanted to experience the H&M queue. I've lived all over the world in Australia, Thailand, South Africa and have never been anywhere where there's an H&M when these things happen. I'm not mad about the clothes- they're not really my style, it's more about seeing it all. I'm going to get the scarf because then I have something and it'll be a wardrobe staple but I think the clothes will date really quickly. I know a bit about Versace, about Gianni being shot. I think this collection is showing what the brand is all about. My friend is in Switzerland trying to buy it online and it keeps crashing apparently'
7. Tobi, 21, English student at Goldsmiths
8. Rhandes, 25, Runs a Fashion Marketing business
9. Jay, 20, Business Management Student
10. Leonardo, 23, Italian and Spanish student and Eva, 30, Fashion Design student
Leonardo: 'I always, always come when a new H&M collaboration launches. I was here for Lanvin, Sonia Rykiel... alll of them! I just love fashion and this makes it so accessible. I'm definitely here to buy the name. We've been here since 11 last night. I'd been on the Vogue website and planned everything I wanted to buy- I made a list. I got everything I wanted apart from the boxers so we're off to another store now to find those. My favourite designers are McQueen, Galliano and Marc Jacobs- I just love fashion'
|Leonardo was wearing his Lanvin t-shirt (along with McQueen scarf and Vuitton bag)|
WHAT THEY'RE BUYING:
Everything seems to be sold out now on the H & M site, but as some commenters have said, there's plenty available at inflated prices on ebay. Here's what everyone I spoke to wanted to buy (or had bought)...
|Furry waistcoat £39.99|
|Palm print leggings £24.99|
|Pink dress £129.99|
|Black/ White optical illusion jumper £49.99|