Moschino H&M collection: Hundreds queue outside London stores for launch

James Morris8 November 2018

Fashionistas queued in London high streets for over nine hours as H&M launched its new collection with Italian designer brand Moschino.

The collaboration launched in stores at 9am on Thursday, with people queueing overnight to get their hands on the goods.

It was reported that hundreds were queueing outside the Oxford Street branch, while hardy shoppers outside the Kensington High Street told the Standard they had been waiting since Wednesday night.

"I'm waiting to get my hat from Moschino," one customer said.

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Asked how long he had been waiting, he paused in contemplation before saying: "Since last night. About 11.30pm.

"This is the first time I have done this in my life, just to have fun, really. But I really want that hat."

Another customer said she had been queueing since 1.30am on Thursday. "I was possibly a bit keen," she said.

The collection features a swimming costume printed with CDs and Moschino-emblazoned condom earrings. Prices ranged from £14.99 to £299.99.

But while patient queuers got their reward on high streets, those who took their chances online were left furious as H&M's website crashed at 9am.

To promote the release, Moschino had put on a fashion show in New York featuring the biggest stars of the runway, from Gigi and Bella Hadid to Naomi Campbell and Winnie Harlow.

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