How to shop the H&M designer collaboration


How to get everything you want from the desirable H&M designer collections, step by step.

Not only is this a chance to buy luxurious designer goods for a fraction of the price… With a clever marketing campaign and plenty of celebrity endorsement ahead of launch, the competition to secure a few garments from H&M designer collabs are always fierce.

Above photo shows the campaign photo for Jimmy Choo x H&M from November 2009. Here are some other favourite design collaborations from the past…

VIKTOR AND ROLF x H&M, November 2005

LANVIN x H&M, November 2010

ISABEL MARANT x H&M, November 2013

BALMAIN x H&M, November 2015.

We’ve asked some of our friends who always seem to bag their favourite designer pieces from the famous H&M designer collaborations, if they could give us any insider tip, on how to shop.

Browse the collection before the launch and identify the key pieces you want to get your hands on. Also, take a note of the key pieces that are predicted to become favourites so you can make your priorities when entering the store.

Add the event in your diary. Make time. Decide whether to shop in store or online. Regardless, you must take the morning off from work.

If you are buying online you should be all ready at 8:30am, for the 9am launch. Have multiple devices at hand; laptop, iPad and smartphone – all logged on and ready to go. The site will crash, so have patience.

Your best option is to buy in store, as long as you get there early enough. Some people will start lining up at 4am, but I’d say be there sometime between 6 and 7am. Team up with a friend who is equally excited about the collection as you are, and make the wait into social event; bring a flask with coffee, warm clothes and a umbrella.

And it’s first come, first served. When the store opens the people in the queue will be given a coloured wristband with a 10 minutes time slot for when you will be allowed in to shop.

Remember to stay calm and focused and shop by your priority list of items. And don’t waste precious time in the fitting room H&M has a great return policy, with a full refund if you take it back within 30 days.

The ERDEMxH&M launches on Monday 2nd November – set your alarm clock ladies!

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