Anna Dello Russo for H&M: Store”s success with fashionista”s eccentric accessory collection

H&M strike gold once more as glittering Anna Dello Russo collection sells out online in THREE hours
Shoppers queue from 6am to be first to get their hands on stylist's range
All jewellery and sunglasses sold out on H&M website by 12.30pmOnly shoes remained for hm.com shoppers to buy
Shoppers emerge laden down with branded bags each productStore operating a 'one in one' policy by mid-afternoon

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UPDATED:

14:20 GMT, 4 October 2012

High Street store H&M notched up yet another hit collaboration as Anna Dello Russo's bold gold accessories line was snapped up in moments by frantic shoppers.

Queues formed outside H&M stores from the early hours as shoppers eager to be the first to get their hands on the bold pieces made sure they were at the front of the line.

Wristbands were handed out to those waiting to buy the collection, allowing them a 15-minute slot in the store.

Unlike with previous collections (like Versace and Marni, where extraordinarily high demand was predicted) no quantity restrictions were placed on shoppers this morning – meaning some shoppers left the store with large bags bulging with the jewelled cuffs, gold-framed sunglasses and brightly coloured statement necklaces.

Students emerge happy with their shopping

Students emerge happy with their shopping

First in the queue at the High Street Kensington branch of H&M were marketing students Lhiag and Louise, both 23, who arrived at 6am.

Lhiag
says she was 'happy and surprised' to be at the front of the line. 'Last time
my friends came here for Marni there was such a long queue by 6am,' she
said, adding that she was keen on snapping up the 'green emerald
necklace and the earrings.'

Louise says she was at the launch of the Marni
collection herself and, after witnessing the crowds who turned up for that launch, made sure to arrive in good time today – and had already picked out the pieces she wanted to take home.

'Today I'm looking for the orange necklace. The shoes are too much,
too fancy,' she said.

Nineteenth in the queue was student
Taima, 24, from Bahrain, who joined the line at 7.20am. 'I also went to
Versace and Matthew Williamson's collaborations with H&M,' she said.
'I want to get the trolley bag for my sister, as it's sold out in the
Emirates.'

Louise and
Emma-Kutya, both 21, arrived at around 10.50am. 'I'm expecting lots of
gold, very opulent pieces, statement pieces, bright gold and eccentric
accessories,' said Louise. 'We really like her snake bracelets and some
of the crocodile pieces are quite cute.'

Lhiag and Louise, both 23, waited outside the High Street Kensington H&M store from 6am

Lhiag finds the necklace she was eager to purchase at the H&M store today

Today Lhiag and Louise (pictured) queued outside Kensington's H&M since 6am with coffees and McDonalds only intending to purchase one set of jewellery each but emerged just after 10am with bags full of shopping

Queues formed from 6am awaiting the store's 9am opening; eager shoppers got time-allocation wristbands

Queues formed from 6am awaiting the store's 9am opening; eager shoppers got time-allocation wristbands

While they'd never been to one of H&M's designer collaboration openings before Louise's mother had gone to the Vescace one and encouraged the girls to go.

'It's definitely worth getting up this early,' said Louise.

Julia, 23, from London saw a necklace that she wanted in a magazine and arrived early to make sure she'd bag it. 'It was the green emerald-looking one,' she said. 'I'm just here for that. I've never been to one of these before so I hope I get what I want. It's my day off today so I thought I'd risk it.'

Scenes at Regent Street, London, were hectic as shoppers fought to get their hands on their wish-list items.

A cascade of gold balloons welcomed
customers into the store as DJ Nikki Beatnik spinned ADR’s ‘Fashion
Shower’ on the decks. The store was a sea of Anna Dello Russos as face
masks were handed to shoppers adding to the party atmosphere.

A giant ankle boot and bracelet from the collection took centre stage in store.

The collection, by Vogue
Japan editor Anna Dello Russo, was a striking line of jewellery,
sunglasses, shoes, bags predominantly in gold shot through with flashes of
turquoise, orange and green glass and resin jewels. Animal motifs
including snakes and crocodiles grace some of the jewellery, and Dello Russo's own pet pooch makes a cameo appearance in clasp of
one clutch bag.

More expensive items included knee
high and over the knee thigh skimming boots and an oversized feather
fascinator. One shopper snapped one up at the Kensington
store. 'I'll wear it to Halloween parties,' she said.

Gold balloons greeted happy shoppers on their way in to Regent Street's H&M for the eagerly anticipated Anna Dello Russo accessory collection

Gold balloons greeted happy shoppers on their way in to Regent Street's H&M for the eagerly anticipated Anna Dello Russo accessory collection

Fabulous masks of Anna Dello Russo's face were given out to people in the queue at Regent Street

Fabulous masks of Anna Dello Russo's face were given out to people in the queue at Regent Street

During the last eight years H&M
has collaborated with over 15 legendary guest fashion designers with
spectacular results, and the launch days are always a highlight of a shopper's calendar.

H&M's
creative advisor, Margareta van den Bosh, said ahead of the launch that shoppers were in for a treat.

'There is something feisty and over the
top in this collection,' she said. 'Our customers will find it
incredibly exciting and extravagant, with a precious vintage feel.
Mostly gold, it is truly spectacular: these pieces will give a new life
to everyone’s wardrobe. The idea is to have luxury that you can play
with, at an affordable price.'

Anna says her message is to 'use accessories like a
personal touch, as an amusing way to revitalize your life and wardrobe.'

'You will turn an ordinary day into a sensational fashion week day,' she said.

Anna Dello Russo, pictured here with her turquoise luggage, has designed the ultimate accessories collection for H&M

Anna Dello Russo, pictured here with her turquoise luggage, has designed the ultimate accessories collection for H&M

Dello Russo's favourite bag on offer
is the turquoise trolley suitcase with gold detail (pictured above).

'I
wanted to recreate the excitement of the
fashion weeks tour, when you enter a dreamy fashion bubble that is
almost like a parallel reality. I tried to capture that sense of
freedom, joy and excitement,' she said.

She added: 'Besides, when we travel
we always want to bring our special pieces with us. I like the idea of a
trolley that can contain the whole collection and is complete with a
crown-shaped tag: airports will be less grey and impersonal if you bring
such a token of travel-ware with you.

'It’s like a dash of fairy tale
magic, or Alice’s white rabbit as a door to a new dimension.'

The next collaboration for shoppers to get their teeth into will be with avant-garde label Maison Martin
Margiela, which hits stores on 15 November.

H&M's website is running fine today to the delight of Anna Dello Russo and H&M fans who didn't queue in person

H&M's website is running fine today to the delight of Anna Dello Russo and H&M fans who didn't queue in person

FEMAIL VERDICT: THE TOP FIVE PIECES

Anna Dello Russo's collection for H&M is bonkers but totally brilliant! We wouldn't expect anything less… We'll be wearing the following pieces on a night out, but not all together:


Tinted sunglasses in metal with gold-coloured crocodiles and sparkly stones, UV-protective. 29.99

Tinted sunglasses in metal with gold-coloured crocodiles and sparkly stones, UV-protective. 29.99

Diamond family necklace in metal with sparkly stones, flower and tear-shaped pendants. Adjustable length, fastener at the back. 29.99

Diamond family necklace in metal with sparkly stones, flower and tear-shaped pendants. Adjustable length, fastener at the back. 29.99

Diamond family large earrings in metal with sparkly stones and tear-shaped pendants. 14.99

Diamond family large earrings in metal with sparkly stones and tear-shaped pendants. 14.99

Gold snake bracelet. 24.99

Gold snake bracelet. 24.99

Green snake bracelet. 34.99

Green snake bracelet. 34.99