H&M’s website has crashed due to the popularity of its latest designer collaboration with Isabel Marant, which launched this morning.
The autumn collection, which includes womenswear and the designer’s first menswear range, went on sale online and in 250 stores worldwide at 9am. But the retail chain’s website failed a short while later due to demand from shoppers.
A message has been posted online by H&M telling customers they have been placed in a queue because of the “high level of interest in the latest collection”.
At the Oxford Street store the designer’s embellished jackets and cardigans were flying out the door as shoppers snapped up the collection’s key pieces.
One shopper, Gin Dunsconbe, told Drapers it was a “once in a lifetime” opportunity to buy items designed by Marant at high street prices.
“It’s my only chance to buy the designer’s clothes; I wouldn’t miss this for the world. I’m looking for the monochrome cardigan in particular. The quality of the collaborations is key, I’m still wearing my Stella McCartney for H&M pieces years later. I just hope it doesn’t sell out before I get my hands on it.”
Hany Omar, manager at the H&M Oxford street store, said he expected the collection to sell out today as eager shoppers began queuing outside the Oxford Street branch at 5am this morning.
He said: “Everything is running very smoothly so far and we expect to get rid of everything today. There are no limits on the amount of products that people can buy so it’s first-come first-served. We have a wristband system in place where shoppers have an allotted 15 minutes to shop the collection this morning then it will be open to the public from 1pm.”
Another shopper with three large bags full of clothes said that she bought “a few of everything” from the collection to sell it later online for a higher price tag. She said: “The range is sure to sell out so people will pay more for the collection, particularly things like the embellished jacket. It’s a no brainer.”
Debbie Huang, another shopper who arrived at the store at 7am, said the menswear offer was “very impressive” and even stronger than the womenswear range. “I bought a couple of jumpers. The knitwear is amazing and great quality. I love Isabel Marant’s style but it’s about the pieces themselves. Even though it has a name attached to it, if the product isn’t good I won’t buy it.”