Jimmy Choos fly out at the door at H&M launch
From our sister blog, Catwalk Queen...
Not even the blustery wet weather could put off thousands of fashion fans who queued up to get their hands on the new Jimmy Choo for H&M collection early Saturday morning.
Eager shoppers lined up in front of H&M's flagship store in Regent Street from 8.30am. The doors opened at 9am to cheers and applause, and once inside crowds raced down the escalators to the store's basement where the collection's shoes and bags were grouped together.
Check out a video of the launch after the jump...
Customers were limited to just 20 at a time and were given a ten-minute window to buy what they could.
"We have done a lot of designer launches here, but I have never seen anything like this," said store manager, Lucy Stewart. "Normally we would have one security guard on the shop floor - today we have nine. But then women and shoes are a crazy combination."