THE WEEK IN FASHION: NOVEMBER 21st-25th

Posted by Bethan Holt, Fashion Junior at Large

Rihanna in McQ on X-Factor (from fashionforlunch.com)

This has been a wonderful few days for London Fashion Week build-up after two of Britain's greatest fashion exports, Alexander McQueen and Stella McCartney, both announced that they would be holding shows during February's London Fashion Week. The Alexander McQueen house's younger line, McQ will be showing for the first time ever and has chosen London for the occasion. McQ's first store will also be opening on Dover Street next Spring. Meanwhile, Stella McCartney has held her catwalk show in Paris for years now but she is bringing a special one-off presentation to the capital. Next February's London event will be an evening affair to celebrate Stella's association with the 2012 Olympics, for which she is designing kits for Team GB. Not to be outdone by McQ, Stella also has plans for another store, this time in Brompton Cross. Until then, we can satisfy our Stella love at Selfridges' 'World of Stella' pop-up in January. Be sure to check out next week's Grazia for more McQ news from the FashEd.

A stellar 2012 for Stella (image from newsonlineinternational.wordpress.com)

NEWS JUST IN: Just as I thought all the excitement was over for another week in fashion, I've just seen the breaking news on WWD that over $400,000 worth of Louis Vuitton bags have been stolen in an operation by masked thieves last night at Charles de Gaulle airport in Paris. After last week's Marc Jacobs burglary, the designer is not having much luck at the moment.

Someone's on the run with a hell of a lot of Vuitton (image from coachhandbagclub.com)

A quite odd announcement from the Advertising Standards Authority this week; the images of 14 year-old Hailee Steinfeld sitting beside a railway line for Miu Miu's SS11 campaign have been banned. This is because they show a child in a hazardous situation. Obviously, that's completely understandable grounds for banning an image. However, they have have been all over the Internet and in magazines for months. This makes me think that the damage is done by now, so why ban the images just as they are being replaced with those from the Resort campaign anyway? I cannot help but think that is a clunky bit of bureaucracy rather than a meaningful decision. Am I wrong?

Look away children

On Wednesday evening, Net-a-Porter founder, Natalie Massenet interviewed Christian Louboutin at the V&A museum. You can see the best bits in the video below. Net-a-Porter were tweeting the event live. One of these tweets informed us that Mr Louboutin's dream woman to make shoes for would be Queen Elizabeth II. Interestingly, that very same day, some quite funny pictures were published of none other than Her Majesty (clad in her usual sensible black courts) shooting a concerned look at the Louboutin-esque footwear of Hayrunnisa Gul, the wife of Turkey's President, as she arrived with her husband at Buckingham Palace as part of their state visit to the UK.

Will Mr Louboutin be hearing from Her Majesty shortly we wonder? (image from dailymail.co.uk)

Rumoured supermodel couple Arizona Muse and Freja Beha Erichsen are the stars of Chloe's SS12 ad campaign. They were spotted at Chateau Marmont in LA, posing in dresses from the collection and generally having a fab time. We have hair and tan envy. 

Summery fun for Arizona and Freja (Image from fashionologie.com)

And now for something a little more sobering. Most of us probably think of Arcadia as the behemoth of the British High Street; an almost untouchable retail giant. So, when it was announced yesterday that the company's profits had dropped by 38% and that 250 stores would be closing it was a signal that the economic environment is massively challenging right now. We may have been expecting bad news from smaller chains and businesses but Arcadia's decision to close nearly 10% of its stores shows that nobody is immune.

If you need help with your Christmas party attire then may we suggest you pop along to Harrods which is hosting a day of activities in their 'Way In' partywear department (on the 4th floor) on Saturday 3rd December. Fashion Illustrator David Longshaw will be there drawing customers in their new purchases. Henry Holland will also be transformed for one afternoon only into a shopfloor assistant, on hand to advise customers on the best looks. Actually, that all sounds like a bit of a party in itself, non?

Karl Lagerfeld gets the David Longshaw treatment

As Christmas is on its way, we thought we'd let you know about a couple of good causes to get involved in during the Season of Goodwill...

Erin O'Connor with some of the bags which are up for grabs. 

For the next week, Save the Children are hosting an online designer bag auction to raise funds for their No Child Born to Die initiative. There are plenty of beauties to choose from including bags previously owned by Sienna Miller and Samantha Cameron. Also in the mix are some beauties from Alexander McQueen, Sophie Hulme and Christopher Kane (his liquid clutch which Erin O'Connor is holding is AMAZING). You can bid until 4th December. If all that doesn't make you visit the site, then perhaps Tilda Swinton can persuade you... She says:

“Bid high! Bid so much higher than you think you will or can! Think of a dicey number and double it. And then double that. No fancy bag can ever carry what your generosity will mean to the children it will help to live. Make this beautiful object truly valuable by investing real money in real life - and carry the evidence with pride. Don't count the cost. Think of it as paying something back for all there is to be grateful for in your days.”

If you're still feeling charitable then Volcom are asking for your donations of denim you no longer want... More details can be found here.

HELLO AZEALIA BANKS AND YOUR CUTE JUMPER

Posted by Bethan Holt, Fashion Junior at Large

Azealia loves her Mickey jumpers (image from GQ.com)

THE new girl to buzz about is Azealia Banks, who has just topped NME's Cool List. The rapper from Harlem could not be more different from last year's winner Laura Marling, a folksy singer from a sleepy Hampshire village. Azealia Banks is culture's new naughty girl; where last year we hankered after the whimsical, goody two shoes vibes of Marling, that all feels a bit, well, quiet now. Banks is here to shout and swear us into a mad, hopping dance through the streets. And as she demonstrates, there's really just one uniform for that- a Mickey Mouse jumper.



Azealia looks super cute with her plaits, denim cut offs and cartoon tee- like a girl playing out in the summer holidays. Oh, but then she opens her mouth and all kinds of naughty words come out- beware of watching the video if you're a bit sensitive. She told GQ that the reason I, being English, love her song is because it makes me feel like I could have a shouty, sweary strop:

'I think that's a lot of the reason why people relate to it so much, because everybody wants to say, "F*** you!" I think by virtue of English culture being so polite, I feel like there's definitely a part of every English person that just wants to be like, "Aargh!" That's why it's picking up so much over here'

AAARGH exactly! I do think that however many times you want to scream c*nt, it's always that little bit more charming coming from someone with a childish quirk about them. I have to admit, I wouldn't be writing about Azealia if she'd been looking all tough in scary leathers and spikes. Instead, I see her as embodying so many things in the melting pot of mainstream Western culture right now. As the FashEd wrote earlier in the week, everything's got a bit BORING of late so listening to Banks is like turning all that on its head, shaking us awake and saying COME OUT TO PLAY. Her lyrics aren't the most profound ever and revolve quite a bit around sexual innuendo but at least they're challenging and provocative. She's an angry young woman. Her tangled but beautiful music reflects the frenzy felt by so many young people right now. From a fashion perspective, doing all this in a Mickey Mouse t-shirt takes what she's saying to another level. There's so much novelty, childish fashion on its way next year that the only way to do saccharine sweet without veering into vom territory is to add some Banks-ish attitude.

If a Disney jumper doesn't float your boat, a frill sock is a nice nod (image from GQ.COM)

 I'm afraid I can't direct you to anywhere where you can purchase Azealia Banks' particular brand of f*ck you attitude but there are lots of Mickey tees about to get you started. Much more fun than a Colin Firth Christmas jumper.

Sweet and sparkly Minnie from Iceberg SS12

Classic Mickey £25 from truffleshuffle

Sweetly pink sweatshirt £30 Rokit

And for all our American readers, a special Happy Holidays Mickey jumper, in honour of Thanksgiving...

Happy Holidays! £24 Beyond Retro

GIRL CRUSH: MARY KATRANTZOU

Posted by Bethan Holt, Fashion Junior at Large

Today is 'We <3 Mary' day here at FEAL HQ- last night I was lucky enough to meet the fabulous Greek designer herself at an event hosted by My Daily. This morning, the FashEd and I have been singing the praises of her bubbly, all-embracing approach to interacting with her fans, as well as her talent for combining print and shape in ever more visionary ways. Basically, Mary Katrantzou is our new girl crush because she can be a consumately professional design extraordinaire and a really nice person all at the same time! In this spirit, Mary has joined My Daily as a Contributing Editor; alongside her avid tweeting and enthusiasm to build the best possible website this makes her one of the most web savvy, and accessible, young designers out there.

Me, the Fashion Junior, with Mary Katrantzou

 MyDaily editor Libby interviewed Mary last night and they covered everything from Mary's switch from studying Archtitecture in the US to Textile Design in London to the difference between a size 10 Mary dress and a size 14 ('the bigger the lady, the more print she gets'). Mary had plenty of snippets to divulge about how her business will grow in the future. Next June, she is hoping to launch her first pre-collection. She also wants to respond to all the interest men have shown in her designs- her SS12 blazer has been a popular order from the boys- by launching her own men's line in time. Bigger ambitions include a stand alone store in the middle of London, in a space which she can change all the time to suit the prevailing themes of her designs.

This blazer was inspired by simple Helmut Lang shapes from the 90s (image from catwalking.com)

Actually, Mary is a big fan of London. She claims that she would not be in fashion at all if it weren't for the world-renowned MA course at Central Saint Martins; she was tempted to stick to Textile Design but couldn't forego the opportunity to study under the guidance of Professor Louise Wilson whom she says 'gave me the confidence to talk about my work and forced me to develop a signature'. Mary was adamant that she'll be staying in London and showing her work in the young design context of London Fashion Week rather than trying to compete with bigger labels in other cities.

The final look from Mary Katrantzou SS12- The shape of a flower was the silhoutte which underpinned this collection (image from catwalking.com)

After the interview, I asked Mary how she was feeling about the timing clash of London and Milan fashion weeks in February. She acknowledged that it would be difficult but her spin made me think about situation differently. From a buyer's perspective, she suggests, London designers are currently among the most attractive because they pose less risk and can be more flexible than big, well-established labels. In the current economic climate, in which retail is taking quite a bashing, buyers like the fact that they can negotiate more on delivery times and minimum orders with the smaller labels, many of which are based in London. Crucially, their commerciality and growing reputation as exciting designers mean it's not a compromise for customers. Mary was also quick to point out that her designs and those of her peers are frequently being included in big editorial shoots around the world. The Katrantzou show is usually scheduled for the Tuesday of fashion week, by which time 'all the models have left for Gucci' so facing obstacles because of schedule clashes in nothing new for the Katrantzou team to deal with.

Mary Katrantzou AW11, photographed by Sean and Seng for POP

The FashEd interviewed Mary for the current issue of POP- I've included it here and we defy you not to have developed a full blown girl crush by the time you've finished. When I mentioned to Mary that I worked with Melanie, she was full of love for this piece. My Daily is also offering the chance to win a dress from Mary's SS12 collection- and if you're not a lucky winner and budgets don't stretch to the real Mary thing, you only have to hold out until February when her capsule collection for Topshop drops, hurrah!

AW11 TRENDS: BEING BORING (with boring fashion on the side)

Posted by Melanie Rickey, Fashion Editor at Large

I'm going to tell you something you might not like. You are fricking boring. Booorrring. You make me want to cry tears of sheer and utter head-banging against a table-top frustration. It's not just you, I'm boring too. Well, actually, it's not quite like that. But it has been firmly established that Being Boring is a powerful trend infecting music, TV and culture in general. The Guardian last Thursday summed it up succinctly, citing our love of Adele, Kirstie Allsop, baking and Downton Abbey as key signifiers of the movement christened The New Boring by the excoriatingly smart popjustice.com editor Peter Robinson. All together now "We coudda had it aaaa- aa alll, rollin in the deee eee eep." Even now, as I write this, me and the Fashion Junior are listening to "Don't Your Remember" with a tear threatening to trash our carefully applied eye makeup.

Nice, boring jumper from L'Agence on Net-a-Porter.com just what the doctor ordered!

Well, I'm here to do my bit for boring fashion. Hopefully you're already in your pyjamas? Sales of those have gone through the roof recently, and you'll find the trendiest online and real world stores are heaving with sensible cable knit jumpers, lace up shoes, dull mannish coats, pared-back shopper bags, satchels, polo necks and novelty reindeer and snowflake jumpers. Alexa Chung's successful collection for Madewell is the height of Being Boring, what with its Bin Man Coat, and cosy cardigans. 

So dull, even the bin men stopped wearing them. Alexa Chung loves her Bin Man Coat though. 

It sounds wrong on paper that we should aspire to -  nay even enjoy - boringness, but in fact we are all rather partial to it right now. I know I am. I draw the line at X-Factor and Coldplay's new album, but Frozen Planet is currently the highlight of my week, I can't listen enough to Arcade Fire's The Suburbs and my favourite new fashion item is a Isabel Marant Navajo inspired sweater. It certainly seems that we have an affection for boring things and find them amusing. How did this happen? Recession obviously. Dire straits cause us to contract into a smaller world of familiarity and safety. This directly correlates to our penchant for novelty Christmas jumpers.


The Pet Shop Boys brilliant ode to how not to be boring: "Being Boring." (1993)

When the Killing II hit BBC4 this weekend, all everyone could talk about in print and on Twitter was Sarah Lunds jumper. A fricking JUMPER. Boring! Yesterday aftertoon while Hugh Grant gave evidence to the Leveson Enquiry, inane and amusing Tweets about the #womanontheleft began trending on Twitter.

Grenson for girls at My-Wardrobe.com

At the weekend a young codger named James Ward hosted the world's first Boring Conference in London. Here's how yesterdays The Sun newspaper reported on it. "IT was billed as a dreary look at life's dullest things — the world's only Boring Conference.  Speakers were lined up to talk on topics so mundane that delegates would be forced to poke themselves in the eyeballs with sharp objects just to stay awake.  After the cancellation of the "Interesting" conference last year due to lack of interest, Ward tweeted that there should be an alternative event called Boring.  The response from his Twitter followers was so huge he had to follow it through and stage an event. James said: "Last year we held a much smaller gathering but this is the first ever conference. I can't believe the number [400] attending.  Subjects included polite small talk, electric hand dryers and the first ten years of Which? magazine 1957-67. But once the conference started it all went horribly wrong — it failed to bore the audience rigid." Oh how I laughed. 

 Nostalgia with a hefty dose of boring: a Cambridge Satchel Co. satchel, 

Borring! From the New York Post's The Cut blog that boringly follows every outfit K-Mid wears

Protest against Being Boring here: Snow Bored by Ashish from TopShop

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THE WEEK IN FASHION: 14th-18th NOVEMBER

Posted by Bethan Holt, Fashion Junior at Large

It's a case of fashion mirroring life this week as we bring you news of births and deaths and, er, rebirths. It's been pretty dramatic actually.

Tom Ford SS12

American Vogue has just released the very first pictures of Tom Ford's SS12 collection (photographed by the multitalented Mr Ford himself). The former Gucci designer had decreed that the designs he showcased in a highly exclusive catwalk show should not be seen until now to avoid people becoming bored of them before they were available to buy. However, he suffered something of a backlash when fashion editors including The Guardian's Jess Cartner-Morley and Le Figaro's Virginie Mouzat wrote negative reviews not only of the clothes but also of that approach to showing. Sarah Mower's interview with Ford, which is posted beneath the pictures, reveals that Ford will revert to intimate showroom presentations for his next collection, emphasising the necessity to explain each look in detail. Furthermore, Ford claims that he designs in response to what his customers want, hence all the flounced mini dresses. Now that we can see for ourselves, what are your thoughst?

Tom Ford SS12

Tom Ford SS12 (All images from American Vogue)

Evelyn, her husband Leonard and Estée (from WWD)

On Sunday, the sad news arrived that Evelyn Lauder, daughter in law of Estée, had died at the age of 75 from Ovarian Cancer, having suffered Breast Cancer in the past. Evelyn not only played an instrumental role in growing Estée Lauder from a small family business into one of the world's biggest beauty companies but she also made a profound contribution to raising awareness and funds for Breast Cancer Research. In 1989, she was diagnosed with the disease and went on to spearhead the Pink Ribbon campaign which has now become a widely recognised symbol of support. The fact that Evelyn's childhood was marred by her family's escape from Nazi-occupied Europe only makes her lifetime achievements more incredible. The New York Times' obituary has some fascinating insights into Evelyn's life.

The Lauder family. Evelyn is seated, hugged by her son. Estée is in the white hat (from WWD)

In happier news, it's time to congratulate Julia Restoin Roitfeld, daughter of Carine, who's expecting her first baby. Somehow we can't imagine Carine sitting down to knit booties or change a nappy quite yet but I think we can safely say that this could be the best dressed grandchild on the planet once it arrives in May. A day out with Grandma Roitfeld could involve anything from sitting FROW at fashion week to crawling around on a Chanel shoot... Lucky babes!

Julia with boyfriend and baby daddy, Robert Konjic (image from thevoguediaries.com)

Versace Couture SS09 (images from audreysworld.blogspot.com)

 This week has, let's admit it, been rather dominated by the launch of Versace's collection for H&M. Just a couple of days before the brand went high street, it was announced that they would be swinging right back the other way in January with the re-introduction of a couture show. It's set to take place on January 23rd, the first day of the couture week. WWD points out that Versace has still been doing couture during its seven year absence from the schedule, opting to keep to more discreet appointments. I guess now that the world is buzzing with Versace frenzy, it's a good time to capitalise on keeping up the momentum. I can't imagine we'll see the queues we saw yesterday though!

Versace Couture SS09

Marc Jacobs' SS12 London press day had to be cancelled yesterday after the collection was stolen during its journey from Paris. Some have pointed the finger at counterfeiters who might be out to copy the collection.  Or could it be a sneaky ploy by Dior HQ to harangue Jacobs into becoming their Head Designer? Whoever the culprits are, one thing's for sure- they will be easily identified by their translucent flapper dresses and general 'thirties meets future' vibe. No word of a reward for information as yet...

Missing: Have you seen this Marc Jacobs SS12? (Image from www.lloyd-evans.com)

The best ad campaigns are the ones which get everyone talking; Benetton have certainly achieved that this week with their latest set of images which depict world-famous figures kissing one another. If you can see the lighter side of the world's current woes then these are very entertaining. However, the Vatican were not in a humorous mood about the image which shows the Pope in embrace with Mohammed Ahmed al-Tayeb, an Egyptian Grand Sheik. The Guardian reports that Fr Federico Lombardi said: "We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends. This shows a grave lack of respect for the pope, an offence to the feelings of believers, a clear demonstration of how publicity can violate the basic rules of respect for people by attracting attention with provocation." There is a deeper message to Benetton's images though; they support Unhate which is campaigning for a world free from hate culture, what's to object to about that?

The Pope with Mohammed Ahmed al-Tayeb

Angela Merkel and Nicholas Sarcozy get cosy (Images from dailymail.co.uk)

 On Sunday, the surprise news emerged that Tamara Mellon would be leaving her role at Jimmy Choo, the company she has ushered from small time cobbler to one of the world's best known accessories brands. On Sunday evening, there was an impeccably timed advert for Jimmy Choo perfume during X Factor which starred Mellon herself. A firm reminder to those in the industry that she knows exactly how to play the game. Speculation that Mellon will be launching her own name brand before too long is already mounting. The fashion world's eyes are sure to be closely watching how Jimmy Choo and Tamara Mellon get on without one another. Lisa Armstrong is sure that we should expect plenty more from Mellon...

Mellon starring in Jimmy Choo's perfume campaign (image from nytimes.com)

In case you hadn't noticed, Lady Gaga has been in the UK this week and while she's here she has been taking advantage of the opportunity to showcase designs by some of London's finest. It must have been love at first sight for Gaga and the Roksanda Ilincic dress which she was seen out and about in just an hour after it was sent to her on Wednesday! She's also worn two outfits from Osman Yousefzada's SS12 collection and a look from Simone Rocha's first standalone collection which comprised a beautiful array of trapped lace pieces. It looks like Gaga has developed her look recently after parting from her long time stylist and collaborator Laurieann Gibson earlier this month. Here at FEAL, we're loving the Gaga London look, long may it continue!

Gaga in Simone Rocha (image from graziadaily.co.uk)

In Osman (image from telegraph.co.uk)

In Roksanda Ilincic (image from telegraph.co.uk)

Sample Sale Alert! Next Friday 25th November, Mawi jewellers will be having a massive sample sale with up to 80% off usual prices. It'll be at MAWI STUDIO, 2, Nimrod Passage, London. N1 4BU from 9am to 8pm. Just in time for Christmas!

This necklace will be reduced from £810 to £300

This L'Wren Scott dress is $999 from $2145; in ££ that's about £500.... not bad. Gilt.com

Last night the FashEd had dinner with Kevin Ryan and Alexandra Wilkis Wilson the founder and co-founder of the hugely successful American flash sale site gilt.com at the Savoy. The occasion was the firm making its discounted stock available for UK and European shipping for the first time. Think of the site as TK Maxx online, but whereas TK Maxx run their shops with a less is more approach, Gilt.com is a slick package, and trying to make discounted luxury feel sexy and special.


Joining the site is free, and once a UK member you can log on every day at 5pm to gain access to 20 flash sales. What fun. Today’s bargains come from, among others, L’Wren Scott. You have to but in $$ but with the current exchange rate, this is a good thing! We would encourage you to join now at Gilt.com.

WHO'S BUYING VERSACE FOR H&M?

Posted by Bethan Holt, Fashion Junior at Large

The amount of hype surrounding Versace's collaboration with H&M has been nothing short of immense. There was the the elaborate launch party in New York last week, posters all over the place and a commercial featuring Donatella herself which has been showing during prime time slots like The X-Factor. The point of all this was quite blatantly to make sure that there would be queues of people lined up this morning to get their hands on a little bit of high street Donatella. The Queue has become a phenomenon of the H&M collaboration story, but The Queue is not a singular thing- it is made up of individuals who all have their own reasons for being a part of it. This morning I went along to the Oxford Circus store, just down the road from the Regent Street opening where Donatella and Lady Gaga made appearances. Despite the lack of celebrity, The Queue still stretched right around the block. I was really interested to find out who was in The Queue and why... I expected a variety of reasons but was completely fascinated by the broad appeal which this collaboration seems to have. Readers, meet The Queue...

1. Hikaru, 24, Works at CyberDog in Camden

Hikaru's J.W Anderson-esque boots are from Japan

'I've been here since 8 this morning. I think the clothes are gorgeous- this will be my first piece of Versace, I love that they're making it accessible. I also came and bought the Lanvin collaboration last year, but I've never queued like this before. I want to buy the black and white zig-zag t-shirt. I look really bad today but I had to get up early to come here, I even dragged my friend along'

2. Joan, 60, Local Authority Commissioner.

'I've come to buy Christmas presents for my daughter and my son's girlfriend- they're both 23/24 but it's a bit OTT for me so I won't be getting anything for myself! My son's girlfriend is at Manchester University and students get to know about these things. I don't know much about Versace, I know the emblem. I didn't get here too early, about 8.40, but my son is up ahead of me in the queue. He's going to buy something for himself. His style is usually quite retro and all this is a bit glittery for him but I think he's going to get a shirt. We're getting the leggings and some jewellery for the girls. I've taken the day off work especially to come!'

Luis in the bomber he hadn't planned to buy

I found Joan with her son, Luis, a bit later. He'd already been allowed in for the menswear and had got himself the bomber jacket 'because everyone was going for it- it was such a cattle rush'. He was waiting to go in again with his Mum to get their hands on the womenswear.

4. Akosua, 21, Freelance Photographer and Brenda, 19, a Footwear Student at Cordwainers.

Akosua (left) and Brenda

 Akosua: 'I thought the commercial was amazing- that completely drew me here. It made me want to get my hands on MY designer piece- I really want the leggings and the bomber jacket. I find most collaborations rubbish- they look so high street but to me this one seems outside the box. It looks like authentic Versace. I know that dress that Liz Hurley wore and the one Jennifer Lopez wore- they're what you think of when you think of Versace and this collection actually looks like that. I really didn't like the Lanvin collaboration'

Brenda: 'I want the leggings and the bomber too. I won't be buying the boots- I've got such high standards with shoes I don't think they'd be right but I'm just excited to be here. We got up at 5 but had loads of stress so didn't get here til 8'

5. Ardy, 38, Head of Jewellery at Phillips Auction House

Former model Ardy

'This is like going back to my roots in the 80s. I was a model in Paris and Versace was everywhere so this is really nostalgic for me. This collection looks really fun but it's also reasonable. I think it's going to be more collectible than your average Versace as well. I used to go to Miami a lot and I would see Gianni around a lot so this is really like going back to my youth and the Versace brand was a big part of that. I think everyone's done so well sleeping out, I wouldn't have done that.'

6. Cornelia, 23, Merchandising student at London College of Fashion

'I wanted to experience the H&M queue. I've lived all over the world in Australia, Thailand, South Africa and have never been anywhere where there's an H&M when these things happen. I'm not mad about the clothes- they're not really my style, it's more about seeing it all. I'm going to get the scarf because then I have something and it'll be a wardrobe staple but I think the clothes will date really quickly. I know a bit about Versace, about Gianni being shot. I think this collection is showing what the brand is all about. My friend is in Switzerland trying to buy it online and it keeps crashing apparently'

7. Tobi, 21, English student at Goldsmiths

 'I heard about this about a month ago and I could see it was like the Classic Versace. I'm really into 90s hip- hop and this has all those classic emblems. I'm really here for the style. I didn't know that much about Versace but I've been learning more recently- it's such a powerhouse. All the clothes are just like what everyone in the hip hop and urban community wears. It reminds me of Biggy Smalls (The Notorious B.I.G) and recently people like Lady Gaga and Kanye West have been bringing it all back. I never usually get up before noon so this is a big thing for me- nobody thought I could do it!'

8. Rhandes, 25, Runs a Fashion Marketing business

 'I just wanted to come along and check it out and take some pictures. I will be buying a few pieces too- I really want the pink dress with stars on. I'm going to buy my husband some shirts too. He's at home sick in bed and he keeps calling me every five minutes to see if I'm in yet. I think Versace clothes are so original and vibrant and vivid. I don't know loads about the brand's history but I'm interested in art and I can see how they use that. My favourite designers are Marc Jacobs and Tom Ford which I guess are a bit different. I tried to queue for the Cavalli collection but that was just too manic'

9. Jay, 20, Business Management Student

 'I love all the H&M collaborations. I completely loved the Lanvin collection. It's not so much about the designer for but the fact that it's in H&M so it's a good price. I have some Prada clothes but I mostly just think of myself as a normal girl who likes to be on trend. I know that if I buy some dresses from the Versace collection then I'll be trendy. I really trust H&M'

10. Leonardo, 23, Italian and Spanish student and Eva, 30, Fashion Design student

Leonardo: 'I always, always come when a new H&M collaboration launches. I was here for Lanvin, Sonia Rykiel... alll of them! I just love fashion and this makes it so accessible. I'm definitely here to buy the name. We've been here since 11 last night. I'd been on the Vogue website and planned everything I wanted to buy- I made a list. I got everything I wanted apart from the boxers so we're off to another store now to find those. My favourite designers are McQueen, Galliano and Marc Jacobs- I just love fashion'

Leonardo was wearing his Lanvin t-shirt (along with McQueen scarf and Vuitton bag)

 Eva: 'I checked the clothes and the fabrics are nasty, so synthetic. But I don't mind that . We buy this high street crap all the time but it's special if it has a designer name on it- the label! I usually despise loud prints but Versace has a way of making me love them'

WHAT THEY'RE BUYING:

Everything seems to be sold out now on the H & M site, but as some commenters have said, there's plenty available at inflated prices on ebay. Here's what everyone I spoke to wanted to buy (or had bought)...

Furry waistcoat £39.99

Bomber £69.99

Palm print leggings  £24.99

Pink dress £129.99

Earrings £19.99

From the men's collection...

Black/ White optical illusion jumper £49.99