H&M Mugler collaboration has queues around the block

It's one of the few things outside of Christmas sales that's guaranteed to have late-night high street queues, and H&M's latest designer collab - this time with luxury French fashion house Mugler - had people lined up around the block.

Thursday, hundreds of people lined up outside H&M's flagship store in London on Regent Street, while some determined shoppers had waited all night since Wednesday, in something of a revival of the high street.

Despite the Mugler H&M collection launching online (along with additional exclusive pieces) at the same time as store doors opened, many preferred to brave the nighttime temperatures around 9C ( 48.2F).

Leading the pack was Roberto Escorcio, a 31-year-old freelance recruiter who has been involved in every H&M designer launch since 2004 He had been waiting outside since 3 p.m. Wednesday to secure his coveted spot.

"I would never stay home to shop online," he said. declared. “It's not just about buying clothes. I always meet amazing people. I'm getting married soon and 50% of the guests are friends I've met while queuing in the past.

The highly anticipated collection had a strong security presence, which led to a calmer atmosphere than in previous years. In 2015, the Balmain collaboration attracted an unprecedented number of people as police were called in to keep order after reports of scuffles and scuffles.

This time, shoppers were divided into groups and assigned wristbands with 15-minute time slots running from 9 a.m. to 1:40 p.m. Each person was limited to purchasing one piece of each style and ordered to walk rather than run.

Mugler is known for his figure-hugging designs with panels of nude illusion and spiral cutouts that have been worn by Beyoncé, Dua Lipa and Kylie Jenner. The price tags of its main collection usually hover around the £600 mark. For her collaboration with the fast fashion retailer, a mesh corset cost £79.99, while two-tone jeans cost £149.

At 8.59am staff wore a black T-shirt shirts emblazoned with the launch date began a loud countdown before letting in the first customers.

Naomi Luy, a 22-year-old Birmingham saleswoman years, had traveled the night before, joining the queue at 5:30. She bought several pieces including the spiral denim jeans and the matching jacket. "I got everything I wanted," she said. "I spent £490. I think that's good value for money as a pair of Mugler jeans are usually £580."

Fatima Hudick, a 24-year-old economics graduate spent £1,500. "It's more than expected, but I really like Mugler. For me, it's the real deal. I don't see any difference."

A lot, including a 25-year-old luxury retail consultant who did not want to be named, was simultaneously shopping online."In store, I bought the gray hoodie and some t-shirts, and while waiting to pay, I bought the denim jacket and the jeans online. In total I spent £1,000."

Linda Cohen, a 52-year-old fashion designer from London, had been queuing since 7am on behalf of her daughter. "I managed to get a shirt and a corset dress, a woolen jacket for my husband and two sewn dresses. Online I bought the draped mini dress, which I think really represents the Mugler brand.quick gain.Just 60 minutes after the collection was launched, sold-out pieces began to appear on eBay, many of which were being sold for double or even triple the original price.

Some buyers who lined up with the idea of ​​reselling were carrying large wheeled bags. "I despise them," Escorcio said. “You always spot them in the queue. They waste it on other people."

"It's not fair," said Tanya Schwartz, a goldsmith in her 50s who stood in line for every collaboration at the past 17 years. "Queuing and then walking to the nearest coffee shop to list it online, I think that's wrong. Carrying...