“My one-off collection for H&M is pretty much like the pieces I do for my own signature collection. It is built around separates. Styling is key.” – Stella McCartney

Yesterday Stella McCartney for H&M went on sale in 400 stores around the world and sold like mad! There are various reports of crazy women frantically fighting to get through the doors of the H&M store in Oxford circus, London and similar stories from New York and Amsterdam too.

Described by one shopper as resembling “feeding time in the hyena cage” fans stocked up quickly and the stores had to restock even quicker to keep up with the demand

However stores in Milan and Paris didn’t experience the manic buying as many women weren’t too impressed with the collection.

Meanwhile Citigroup analysts not expecting the line to do very well, cut the rating on the shares of Hennes & Mauritz ( owner of the stores selling the McCartney line ) to “sell” from “hold” as analysts predicted 34yr old Stella would have little impact on sales.

Considering Stella’s designs usually sell for a mini fortune, it was no wonder that women wanted to snap up the bargains, however a big worry was that prices of the pieces would be too high compared to H&M’ normal prices and the quality would be compromised.

Nevertheless this undeterred many, who prior to the sale, fully checked out the collection on the website and knew exactly what they would be purchasing.

Stella’s success follows in the footsteps of Lagerfield who also designed a collection for Hennes & Mauritz which too sold out within hours of going on sale.


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