Stylish Stampedes


Written by Tshepo Mokoena
Photos and illustrations by Martin Argles, Kacper Kasprzyk
28 Monday 28th November 2011


Versace for H&M
Versace queue
Desperados eager to snap a picture of Donatella Versace in the Regent St H&M store

Donatella Versace brought not only her first purse-friendly line to branches of H&M worldwide last Thursday, but graced the Regent Street store with her very swollen-lipped presence too. Fans eager to get their sweaty hands on the studded and colourful collection screaming out with Gianni-referencing prints started queuing as early as 4am on the morning of the 17th. While that may seem pretty extreme, the actual security measures put in place were even more extravagant.

Abbey-Lee for Versace

Just two of the £100+ dresses in the Versace x H&M line. A girl got punched in the mouth for one of these last week

In some sort of bid to protect the £130 dresses and £190 jackets on offer (five times cheaper than her usual work), bouncers were dotted about around the cordoned-off section of the store showing the collection. And also, if you were going to try and be all smart about it by buying a bunch of the same Kanye West-endorsed print jackets to eBay later, customers were only allowed two of the same item and given fifteen minutes to get in and out of there. With wristbands.


Sonia Rykiel for H&M

Loose translation: if you try to kill us, we won't let you into the store. A Toulouse branch of H&M

Across the Channel girls in France went buckwild for the limited edition knitwear line Sonia Rykiel rolled out for H&M last year. Well known to those with a penchant for brightly-coloured and feathery soft knits, the Parisian designer had already wowed the masses with her lingerie line for H&M in 2009. When word spread of her plans to release a line of sweater dresses, knit jumpers and trademark girly accessories, some fashion fiends just couldn't keep it together. A store in Toulouse became the scene for this hilarious yet horrific display of banshee-cry panic consumerism. Who knew a few stripy jumpers could get tweens this riled up?


American Apparel's London Rummage Sales

How to lose your cool & alienate people: outside the AmAp Flea Market 2010

Though certainly a calmer affair this summer, American Apparel made a bit of a name for themselves with their riotous London rummage sale last year. They had their normally rather overpriced wares down to ridiculous prices, with tees starting from about £3 and jeans from around £10. The only catch? Advertising the event on Facebook and not sorting out any sort of ticketing system shows they clearly underestimated the hunger for clothes harboured by most London kids. People turned out in hordes, there only seemed to be minimal AmAp staff present, and pretty soon the cops had to show up because some kid started jumping on cars and freaking everyone out.

In all seriousness though, we really need to ask ourselves whether these desperate races to the cash register with armfuls of burnout tees and studded leather jackets are really the sole passions we, 'the youth', should be expressing. I like a sweet shirt as much as the next girl, but find the extent to which people get caught up in the frenzy of fighting over a mass-produced item of clothing a tad depressing. All I'm saying is the world would probably be a better place if we were all rushing to crash when the Frozen Planet DVD series comes out next week or something. Right?

Let us know what you think in the comments section below.

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