Who knew the Versace H&M debut would turn into a Battle Royale Gladiator style?
The highly-anticipated collection hit stores across the world yesterday and some blood was shed as hungry consumers tried to get their hands on the discounted designer line.
In Hong Kong, two security guards were hospitalized on Thursday after a woman who had been accused of cutting the line of 300 brought back two male companions who then beat the guards up and fled.
In New York City, eager individuals had been standing in line outside the Fifth Avenue flagship store. Racked reported that the first woman on the line had been there for 22 hours.
The line snaked around the block, almost to Fourth Avenue, at 4:30 a.m.
Before entering, a man told those still in the queue, Get ready to fight. You have to fight for what you want.
At 9:04 a.m. someone who had already purchased a bomber jacket was trying to resell it for $250 while still inside the store. This resale is typically saved for eBay; but this individual clearly was in a hurry to capitalize on his good fortune.
Store staffers were using bullhorns to direct the flood of customers. Sirens went off as 5 minute warnings signaling the next wave of wristbanded shoppers to enter.
Racked reports that the heftiest purchase made by one single person came to a total of $9000.
In Dubai and Beijing, stores sold out in 30 minutes, reports the Huffington Post. The publication also noted that the H&M UK website crashed and items were already popping up on eBay - a bag for $369 and a black leather jacket for $560.
Fashionista obtained a copy of the guidelines (which almost no one followed):
The first 280 in line will receive one of 14 different colored bracelets, 20 people for each bracelet color. On the bracelet you will be given a specific time for shopping in our designated area. The bracelets are only needed for our women's collection. Customers buying the men's collection will not require a bracelet. When your time slot arrives, you will enter the designated area to shop for 15 minutes...
To make sure as many customers as possible are able to buy from the Versace for H&M collection, we have a shopping limit. Every customer can buy from the entire collection, but with a limit of purchasing a maximum of two pieces per product, ie not more than two sizes (shoes/garments) or pieces (accessories) per product per customer.
Pieces for the H&M line range from $17.95 for wildly printed men's underwear to $299 for the studded leather dress. A silk purse will cost you $199 and other dresses are priced from $149 to $249.
The collection for H&M is the essence of Versace. For the collaboration we've brought back from the archives, as well as from more recent collections, some of the icons of Versace, such as the bright prints, the Greek key and daring cuts. I can't wait to see how H&M's wide audience will make these pieces their own, said Versace to Vogue UK.
The executives at H&M are looking forward to the launch of the collection just as much as the eager consumers.
Versace is one of the most important brands of recent times and their collection for H&M will be glamorous and flamboyant - everything Versace stands for, said Margareta van den Bosch, the creative advisor at H&M.
Donatella Versace is sharing with us iconic designs from the archives. This is such a celebratory collaboration and is perfect for the party season.
Even if the brave shoppers are going to Thanksgiving dinner with cuts and bruises, at least the palm tree prints will provide a distraction.