Hundreds flocked to H&M on Regent Street today to get their hands on the fashion store’s most unusual designer collaboration to date.
Fashion fans braved the cold to queue throughout the night - some from as early as 8pm - to be first in line for Martin Margiela’s collection.
The new line, worn by celebrities including rapper Kanye West and actress Sarah Jessica Parker, includes a coat made from a duvet, a “car seat cover dress” and oversized jeans.
By the time doors opened at 9am there was a queue of up to 500 around the block to Great Marlborough Street.
One of the most popular items was a huge shiny clutch bag shaped like a sweet wrapper on sale for £34.99 which has been worn by Pixie Geldof.
The collection by the illusive designer - which ranges from £7.99 for a necklace to £199 for a coat - follows previous H&M collaborations with labels including Stella McCartney, Versace and Marni.
Store bosses said it was expected to sell out by the end of the day.
Rachel Danielleh, 19, a student from Shoreditch, was queuing from 1am.
She said: “It’s been really really cold, I’ve been lying on cardboard. But we played music on our laptops and had blankets.
“I wanted to see the Margiela collaboration because it’s the first time he’s collaborated with a high street brand.”
Juliette Sinja, 21, who works for fashion magazine Volt, from Camden, started queuing at 4am.
She said: “It’s just an amazing opportunity to get all these iconic pieces. I really love the silhouettes.
“I’m planning on spending not more than £250 but I’m not sure if I can control myself.”
Tieona Roberts, 22, a fashion student from Lewisham, said: “I’ve been here from midnight because I love Margiela’s stuff. There’s a pair of leggings and a dress I really want to get. I’ll probably spend £150-200.”
Hayley Pitman,25, an accessories designer from Stoke Newington, said: “I got sneakers, tops, a bracelet, I spent £157. I’ve been really looking forward to this.”
