Finally, the day has arrived - the Isabel Marant for H&M collection has landed in stores. Already, Ebay is selling pieces from the range for as much as 12 times the asking price - the black wool jacket is available to buy for £970, compared to its £79.99 retail cost.
Eager shoppers arrived as early as 2am this morning to ensure that they were in time to buy their favourite pieces. VogueTV was there to see the commotion unfold - watch the action above.
Even Sienna Miller was not immune to the collaboration's pulling power, attending last night's preview event to stock up on pieces for both herself and her mother - including the colorful wool hooded cardigan. She arrived 50 minutes early to avoid the crowds, coming fresh-faced from rehearsals.
However, this morning's dedicated queuing contingent were mostly there to shop for themselves, although some had braved the early morning cold to make a profit on Ebay. The most in-demand items are expected to be the fringed boots and beaded jackets.
"We've been here since 5.30am, and we plan on buying then selling," said Emily Williames. "There are no restrictions on how much you can buy today, so we'll buy as much as we can this morning and will hopefully make around £2,000 from it. The beaded jacket, the fringed boots and the sequined trousers are probably going to be the most popular."
Scrum-like scenes were avoided though with H&M's organised queuing system - the stores opened at 9am and the first 420 shoppers were given different coloured bracelets, which gave them access to different time slots of 15 minutes each. Those not in time for the first round of bracelets, were asked to wait until all other customers were allowed through the store. The brand's website has also made provision for the "high level of interest" - shoppers are currently being placed in an online queue.
"At first when I heard Isabel Marant was working with H&M, I thought, 'Oh God, not another designer collaboration.' It's not what she used to stand for," said another shopper, Lies Verbovery, who had been queuing since 7am. "But then I got really excited. It all looks so similar in quality and it's so cheap."
If you haven't picked your wish list yet, then peruse our gallery below before it sells out.
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