Versace brings its va-va-voom to H&M

Versace mania rippled through a queue hundreds strong outside H&M’s Regent Street flagship store. Pavement-weary yet animated, the shoppers weighed their options: which sequinned, studded or leopard-spangled piece would make it into their bags?

One shopper fairly confident in her prospects was Carleen Heslop. The 21-year-old arrived at the store at 10:15 on Wednesday night, taking naps on shifts with her friends to ensure a prime spot in the queue.

‘It’s the perfect blend: a high street brand that everyone is able to afford, along with a big fashion label that’s been around for so long and is really iconic,’ she said. ‘It’s one of my favourite labels and I’ve been really excited about it coming to H&M.’

As Heslop talked us through her shopping list (gold-beaded skirt, leopard-print jacket), an H&M staffer tapped her on the shoulder. ‘I’d like to invite you in to meet Donatella,’ she said, and whisked Heslop away from her now-awed friends.

Speaking of Donatella: the designer arrived at the Regent Street store around 8:30 with all the fanfare of a red—sorry, pink—carpet event. Wearing a leather trench and pink-studded mini-dress from the collection, she smiled and waved at the crowd.

Julianne Cronin couldn’t see Donatella from her spot around the corner and toward the back of the queue, but she was so excited about the collection that she took the day off from work.

‘This happens once a year, and it’s a chance to get some high designer pieces at affordable, high-street prices,’ she said, joking that her experience shopping Lanvin and