I know some of you weren't able to shop the Marni for H&M collection, so please feel free to skip this blog post (although you might be interested to hear what I've got to say near the end).
I got the silk pyjama top and shorts that I so dearly wanted. This outfit (one of the most popular in the collection, I think) sold out in seconds at the preview the night before, so I was convinced I just wouldn't get my hands on it. But luck was on my side.
And, at £79.99 and £34.99 respectively, it's a little bit cheaper than the Whistles wisteria PJ outfit I've had my eye on. Result! What's more, I also managed to bag a few Marni pieces for the girls at work (the most-requested pieces were the blue spotty jacket and skirt, black spotty coat and jewellery).
This was my first time shopping a H&M collaboration via its wristband system and I enjoyed it far more than the preview shopping evening. Picture having access to the whole collection in a group of just 20. It sure beats the scrum of previous non-wristbanded events. OK, 10 minutes isn't really browsing-at-your-leisure kind of time (it's still a little Supermarket Sweep), but it makes it fair – as does the one-item-per-design rule.
But I've got an idea that would make it even better, so listen up and let me know what you think (H&M, I hope you're reading this!).
I think H&M should take a leaf out of Burberry's book. Wouldn't it be nice if, for the next designer collaboration, H&M previewed the collection online (maybe live-streaming a fashion show, perhaps) and then made the pieces available for pre-order for a limited period? That way, it can cater for the demand and know exactly how much to produce.
This doesn't dampen launch-day hysteria as there are always going to be people who didn't pre-order. And, H&M is, of course, at liberty to hold back a few prized pieces that aren't available for pre-order at all, to ensure the hardcore devotees start queuing from the early hours of the morning.
So, does this idea appeal to you? I believe it would enable H&M's collaborations to reach more of the population, making them truly accessible to people who don't live near a store that stocks it or who can't make the launch day.
And, importantly, it goes some way to bringing online customers back on side. After all, the H&M website's inability to cope with demand left a lot of frustrated customers. But with a pre-order period, the number of people shopping should be more evenly spread (as there is no mad frenzy of buying quickly before items sell out).
Let me know your thoughts. And, tell me who you'd like to see as the next H&M collaborator, too.
PS. Although the picture suggests otherwise, I won't be wearing my Marni for H&M PJ set to bed! No, I'm planning on teaming it with opaques and my Grenson brogues.
PPS. Remember my mussel-shell heart wreath? If not, click here to discover how to make it.