The latest collaborator to re-interpret its brand’s DNA at high-street friendly prices is Italian label Marni – famed for left of centre shapes, quirky accessories and strong use of clashing colour and print. The enthusiasts at the head of the queue were soon eagerly loading up with armfuls of clothes, moving quickly to make the most of their allocated 10 minutes in the roped-off shopping pen.
After eight years of designer ranges, H&M now operates like a well-oiled machine. Gone are the days of a crowd of frenzied shoppers being unleashed upon the entire store and ransacking the shelves. Instead H&M has turned fashion collaboration as a retail concept into a series of high-profile shopping events.
Marni, meanwhile, ticks the box marked: niche-fashion-label-with-insider-clout. This is a formula that guarantees hype and interest across the fashion board.