How Crazy Were the Shoppers for Isabel Marant x H&M?

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Customers clamoring for Isabel Marant for H&M started lining up at 6 a.m. to be the first in line for one of the hottest collaborations of the year. The deafening thump, thump, thump of music could be heard as far away as Spago at the Forum Shops at Caesars, the only H&M in Vegas offering the line.

About 30 people got in the first wave of shoppers, first admitted around 7:45 a.m. They got to shop the men's and kid's collections early but had to line up again to get inside the barricaded women's section. Security lined up everywhere guarding the tiny space allocated to the collection.

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• The line before the frenzy.
• The men's and kid's sections.
• The barricaded women's section before the fray.
• The first wave of shoppers enters.
• The frenzy.
• Within the barricades.
• Only one beaded jacket left!
• This dude was cool, announcing the time left to shoppers.

At 8:05 a.m., shoppers turned from friendly to frantic when they were admitted. One woman scooped up the entire collection of beaded jackets while another grabbed the white T-shirts. Shoes went fast, fast, fast with only 5.5s and 9.5s remaining. A mob scene even knocked over one of the displays when they grabbed at clothes.

H&M staff quickly returned discarded clothes to the racks in an effort to keep the area tidy. At 8:15 a.m., a staffer got on a megaphone to announce that the first wave of shoppers only had five minutes left to shop, spurring a last-minute grab for items.

By the time the second wave of 15 shoppers entered, nearly all the beaded jackets and looped cardigans were gone. Shoppers with massive armloads of goods waddled around the collection to pick up any prime picks. Most were polite, although one rather snotty shopper rudely barged in front of others and ran here and there to get what looked like one of everything.

Already, many of the items from the collection are sold out online.
· Six Rules for Mastering the Isabel Marant x H&M Launch [Racked Vegas]
· Isabel Marant x H&M: What is Already Sold Out Online [Racked National]
· All Isabel Marant for H&M Coverage [Racked Vegas]