clock menu more-arrow no yes

Filed under:

Isabel Marant for H&M: Diehards Arrive with Coffee, on Segways

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

This morning at 8am, the Isabel Marant for H&M collab officially lands in stores. Below, Racked LA associate editor Danielle Directo-Meston reports live from the Marant madness at H&M Beverly Center.


7:20am: Happy Isabel Marant for H&M day! Folks are arriving with Starbucks in hand. Smart!

7:22am: A lady just arrived with a stroller. That's gonna be rough, but she's got a buddy who I'm sure will be tag teaming it with her.

7:30am: There's a guy on a segway. WTF.

7:32am: Wow, the first people arrived at 2pm yesterday. That's serious dedication.

7:35am: Our wristband grants us at 9:05am entry. We're in the clear.

7:36am: Oh no! Lady behind me arrived sans wristband. "I have no idea what I'm doing!" She has to go all the way back outside to get one. That sucks.

7:38am: People are pretty well-dressed and ready to roll this morning, wearing sneakers, leggings, nothing that will get in the way of the massive grab sesh that's likely to go down. I spot a lot of Alexander Wang.

7:40am: Crowd is mostly ladies, though there are a few supportive boyfriends in tow.

7:43am: Staff says that men's and kid's shoppers are allowed in starting at 8am, then the women's department will open.

7:50am: We're moving!

7:55am: Folks are buzzing about the beaded jacket, sweaters and those fringe boots. A lot of petite ladies say they're going to make a beeline to the kid's section.

7:58am: The music seems like it's getting louder, but nobody's dancing yet. Too early?

8:01am: Line is moving pretty fast. People are pumped!

8:09am: Almost in, but more waiting...awaits. I'll be granted entry at 9:05am.

8:13am: Girl in front of me says her friend is already in. "They're taking everything!" Crossing our fingers that they'll be restocking.

8:17am: We're in!

Update: The liveblog continues here.

Previously
· All Isabel Marant for H&M Coverage [Racked]
· Isabel Marant for H&M: What to Buy, Where to Buy Next Week [Racked]
· Inside LA's Insane Isabel Marant for H&M Pre-Shopping Party [Racked]