H&M;’s designer collection with Marni attracts hundreds

Hundreds of shoppers queued up at H&M’s Beverly Center store Thursday to snag a piece from Italian fashion label Marni, part of the latest designer collaboration from the cheap-chic retailer.

By 7:30 a.m., more than 200 shoppers stood outside the store, many downing coffee and wearing thick coats and colorful wristbands. For safety, H&M issued the wristbands so only groups of 30 at a time would be allowed into the store.

“It’s a whole social experience, and you definitely make friends waiting,” said Candace Allen, 31, an insurance agent from Marina del Rey. She said she had pooled her blankets with another woman so both could catch some sleep on the sidewalk outside the shopping center.

Marni, an Italian label known for colorful and eclectic prints, is H&M’s 11th collaboration with high-end fashion designers. The 100-piece collection includes apparel, shoes, handbags and accessories. Prices range from $9.95 to $199.

At 8 a.m., as a DJ started blasting dance music, the first 30 shoppers were ushered inside.

“I need everyone to remain calm,” a store employee announced over a megaphone. “If I see running, we will kick people out.”

Protected behind white barricades, the first group circled around, snatching up colorful frocks and accessories. After 10 minutes, many staggered around, loaded down with mesh shopping bags and under tiers of boxed necklaces and bracelets.

“It’s crazy, but I got everything I wanted,” said Jessica Lee, 26, of West Los Angeles, showing off the accessories and shoes she had snatched.

Lee said she had learned from standing in line at H&M’s last designer collaboration, with Versace, to queue up early. So she showed up at 10:30 p.m. Wednesday along with a bag of supplies and a friend toting a bumblebee tent to ward off the chill. She said she was prepared for aggressive fashionistas with sharp elbows.

“Last time people were shoving each other, jumping over the barricades. People were getting shoved onto tables and grabbing clothes from each other,” Lee said, smiling down at her three shopping bags. “This time people started grabbing too, but it was worth it.

Impromptu bargaining broke out as shoppers pooled their hauls in the middle of the store and began trading pieces.

“I’ll give you a necklace if you give me a pair of sandals,” one woman offered another shopper, who apparently found the deal agreeable and swapped.

The collection, available in 26 H&M stores in the U.S., is widely expected to sell out quickly.

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