Although it’s not as cold as it could have been for mid November, ELLE still didn’t envy the hard-bitten fashion fans at the front of the queue outside H&M in Regent Street; they’d been there since 2am. By the time 9am approached, there were over 200 people in the queue . . .
Unji Cho and Ujin Kim, both studying fashion at Central Saint Martin’s had set up camp in the early hours of the morning. ‘We’ve been here since 2am’ the girls told us – ‘we want to buy the accessories, necklaces and the [sweetie wrapper] clutch’
Farah, Laura and Eleonora got to Regent Street about 5am. They had all earmarked their purchases; Eleonora wanted the sweetie wrapper clutch, the black dress and a jacket. Farah wanted the red dress and the shoes with the Perspex heels and Laura wanted the black dress and the oversized jeans. ‘We’ve taken a day off work today to come down here’ they told us.
Charan Bhogal came down by herself at 5.30am. She wants the key necklace and a fitted jacket.
Regular H&M collaboration shoppers ‘We always come down here really early. Every year’ Will, Jess, Elsa, Craig and Hannah were all excited about the launch. The boys both wanted ‘the football scarf sweater’ and the girls were all wanting – you’ve guessed it – the sweetie wrapper clutch. Have you had any rations to sustain you? We asked; ‘A McDonalds breakfast!’ they replied.