Maison Martin Margiela x H&M – the skinny
I’m getting quite skilled at the auld H&M designer collaboration queue – after all, I was there before, at Versace earlier on this year (and at Stella McCartney way back when, although I remember that less well). Despite my having …
I’m getting quite skilled at the auld H&M designer collaboration queue – after all, I was there before, at Versace earlier on this year (and at Stella McCartney way back when, although I remember that less well). Despite my having form, it was with a heavy heart that I obeyed my 6.30am alarm clock and dragged my weary limbs out of the house, on to the bike* and off to South King St to queue with the other trendoids.
For the uninitiated, the H&M designer collaborations are planned with military precision: at 8am, staff begin handing out wristbands. The colour on your wristband tells you which time slot you will be shopping in. You arrive five minutes before your allocated time and are herded, like cattle, into a holding pen. You wait and watch the 20 lucky people who got in ahead of you pull and push and sweat and pant their way through the other holding pen, containing The Clothes. You get 10 minutes to shop, and you are allowed to take one of each item into the changing room. If you need a size change, you tell the staff. You are not permitted to re-enter the pen, nor are you permitted to buy more than one of any item (except menswear; Irish men, H&M has decided, don’t care about designers, so you can buy as much as you want).
By 7.25am, there were 20 people in the queue. I know this, because I was 21st – meaning I missed the chance to be in the first wave, and instead had to wait until 9.25am for my chance to shine. At 9.15am I made my way downstairs towards the holding pen. I thought I was early, but no; at least 10 of the 20 in my group were there before me, chewing at the proverbial bit. While we waited, I was positively flabbergasted by the number of people I saw buying tonnes – and I mean tonnes - of gear. And this gear was not cheap; I bought six items (not all of which were for me; I shop to order these days) and I spent €670. These people were buying at least €2,000 worth of Martin Margiela x H&M branded clothing. At least.
As H&M collaborations go, MMM was by far one of the best. The items are really well made, and they are cool, as well as being wearable (a juxtaposition H&M’s designer collabs haven’t always managed to achieve). The shoes were practically walking off the shelves (the perspex heels were reminiscent of Simone Rocha’s footwear, although given that MMM x H&M is basically a collection of reworked classics from MMM’s main line, perhaps it is she who is reminiscent of him) and the silk skirts were hot news. So what did I buy?
This coat, which looks a little like a coat one might steal from the BFG
This dress, which is so cool and an unbelievably gorgeous shade of red
Silver pumps, because, y’know, why not?
And these high-tops, because I sometimes have fantasies wherein I am cool enough to wear high-tops
So what do you think? Did I do well? Have you seen any of the collection – and if so, what did you think?
* In hindsight, the bike was a bad choice.