Photos: H&M Designer Collaboration Customer Craze Through the Years

H&M Collaborates With Karl Lagerfeld: November 2004

Image Credit: AP Photo/Bernd Kammerer

H&M launched a customer frenzy, as pictured here in Frankfurt, with its first designer collaboration with Karl Lagerfeld in 2004 — and it’s suffice to say that the crowds continue to rush 12 years later. In 2004, Lagerfeld told WWD he was “flattered” by the feeding frenzy for his designs, but frustrated that there wasn’t more merchandise available. “This was supposed to last two weeks and it’s over in 25 minutes,” he said. “I’m sorry for the clients because I like the idea that everyone could wear Lagerfeld…Some people bought 20 or 30 pieces in three seconds. Funny, no?”
H&M Collaborates With Stella McCartney: November 2005

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In London, doors opened at 9 a.m. At one location, shelves were bare by 9:02, according to a McCartney spokesman, but H&M immediately replenished the goods, which were gone — once again — by 9:08. At 9:11, H&M replenished once again.
H&M Collaborates With Viktor & Rolf: November 2006

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In one London store, security staff had to double up to push open the doors at 9 a.m. against the crowd gathered outside. Once inside, customers ran in all directions in search of the new designs, abandoning all decorum. The first stock replenishment arrived at 9:05, and by 9:07 all 10 of the size-6 wedding dresses had been sold. “It’s crazy! Never again,” said Lucille Troquet, 34, who arrived at 7:30 a.m. and was first in line to purchase her wedding dress in the store. Bridal dresses, trenchcoats and gray sweaters were sold out by 11:30.
H&M Collaborates With Roberto Cavalli: November 2007

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Designer Roberto Cavalli greeted shoppers and fans waiting to enter the New York Fifth Avenue H&M on launch day.
H&M Collaborates With Commes des Garcons: November 2008

An H&M spokeswoman estimated that about 200 consumers were lined up outside the New York flagship at 9 a.m., when the doors flung open. “There’s a more targeted customer for [Comme des Garçons,]” the spokeswoman said, noting the collection consists of 30 items for women and 20 for men. “So far, the launch has exceeded our expectations.” By 9:30 a.m., she said the dress, the highest-priced item at $349, had sold out.
H&M Collaborates With Jimmy Choo: November 2009

Image Credit: Yukie Kasuga

More than 800 people waited as long as 24 hours for the doors to H&M’s new Shinjuku, Tokyo store to open. A few even came with suitcases to tote their new Choos home in.
H&M Collaborates With Matthew Williamson: April 2009

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A well-managed line outside London’s Regent Street H&M unit kept shoving to a minimum. Inside, the atmosphere was more buzzy than chaotic. “It’s so exciting, and the collection is very ‘this season,’ ” said a spokeswoman for Matthew Williamson, who was watching from the sidelines.
H&M Collaborates With Sonia Rykiel: February 2010

In Paris, shoppers left their manners at the door, scrabbling and knocking over mannequins and each other to get their hands on the colorful, limited edition sweaters, which followed a Rykiel lingerie collaboration last year. “It’s a jungle,” commented Clara Girbal, 18, pointing to one woman who crawled out from under a clothing rack. Pictured here, a more subdued crowd in London.
H&M Collaborates with Lavin: November 2010

To ease the wait, H&M staff in Milan served croissants and orange juice to the 250 people queuing up outside the San Babila flagship. In rainy Tokyo, the store teams handed out umbrellas. In Paris, the first 200 shoppers through the doors at the Boulevard Haussmann store were rewarded with a scarf and a canvas tote. In New York, pictured here, they literally rolled out the red carpet for shoppers.
H&M Collaborates With Versace: November 2011

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Overloaded shopping bags were a common sight at the Versace for H&M Exclusive Pre-Shopping Party in New York.
H&M Collaborates With Marni: March 2012

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In London, customers began lining up outside the Regent Street store at 3 a.m. to get their timed entry wristbands.
H&M Collaborates With Maison Martin Margiela: November 2012

A woman carrying off her Margiela finds at a New York H&M.
H&M Collaborates With Isabel Marant: November 2013

On New York shoppers’ most-wanted lists: wear-with-everything printed dresses and chunky patterned sweaters.
H&M Collaborates With Alexander Wang: November 2014

Successful shoppers grin over their purchases outside an H&M in Paris, while others wait for their chance to shop the collection.
H&M Collaborates With Balmain: November 2015

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Thrilled Balmain fans delighting over the garments they were able to snag at an H&M in Sydney, Australia.
H&M Collaborates With Kenzo: November 2016

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A pair of happy customers in London showed off their bold shopping bags while others waited for their turn to shop.

H&M Collaborates With Karl Lagerfeld: November 2004

H&M Collaborates With Stella McCartney: November 2005

H&M Collaborates With Viktor & Rolf: November 2006

H&M Collaborates With Roberto Cavalli: November 2007

H&M Collaborates With Commes des Garcons: November 2008

H&M Collaborates With Jimmy Choo: November 2009

H&M Collaborates With Matthew Williamson: April 2009

H&M Collaborates With Sonia Rykiel: February 2010

H&M Collaborates with Lavin: November 2010

H&M Collaborates With Versace: November 2011

H&M Collaborates With Marni: March 2012

H&M Collaborates With Maison Martin Margiela: November 2012

H&M Collaborates With Isabel Marant: November 2013

H&M Collaborates With Alexander Wang: November 2014

H&M Collaborates With Balmain: November 2015

H&M Collaborates With Kenzo: November 2016