The Madness
VIKTOR & ROLF for H&M
BY: Pamela Pekerman

Devout fashionistas marked November 9th on their calendars months in advance, securing baby sitters and requesting half-days off. Why all the preparation? Yesterday was the much-anticipated launch of the VIKTOR & ROLF for H&M collection. After the overwhelming success of the Karl Lagerfeld and Stella McCartney collections, BagTrends was interested to see if this partnership would cause the same amount of frenzy. After all, while the Dutch design duo of ROLF Snoeren and VIKTOR Horsting are considered superb cutters and drapers, they aren’t as well-known to the general American public.

But while the line outside H&M in NYC’s Herald’s Square had only around 150 people by 10 AM, this was an elite group of highly fashionable, in-the-know gals and guys. Many are loyal fans who did their homework, checking out the collection online and walking by the window display prior to the opening of the store in order to see where their coveted pieces hung.

While on line, one female shopper, who’s been a fan of VIKTOR & ROLF for several years, told us that she loves their signature collection, but can not afford it. “It’s really good to be able to buy their clothing here and I’m excited to get the black wood jacket with the heart buttons and the tuxedo pants.”

BagTrends had exclusive press access to this H&M store and was able to capture the madness as eager shoppers ran into the store pulling at anything that lay in their path. In the five minutes it took to snap three photographs, the first few racks were empty and replenishments were on their way.

At about 10:30, we spotted Michael Aguilar trying on a men’s blazer. “I’ve always loved Victor & ROLF. They are brilliant guys and when I learned about this I was like ‘holly shit’.” Michelle, who was on line at 9 AM—an hour before the store opened—was one of the lucky few who was able to snatch up something in their size.

After chatting with some more shoppers, some in shock, and others gitty that they found what they came for, we headed to the dressing room. (PS Our hands hurt from holding 18 garments!!) The line proved to be a place for swapping clothing. “I’ll give you this size 4 pink dress. Do you have the black blouse in a 6 or lower?” is one exchange we overheard.

Also, one clever gal stood by the dressing room waiting for all size 4s. Talk about easy shopping!

When all was said and done, we actually made out OK—well better than OK—with a rather hefty bill to prove it. While paying for our fabulous finds (wool and silk dresses, tuxedo pants and matching blazer, a black blouse, a wool coat) we chatted with the sales gal Laura. She revealed that the much sought-after VIKTOR & ROLF wedding dress was here – five in all, at this store. Also that her highest ring-up was $1,300 – at H & M ladies!!!

So despite a couple of people getting hurt, some screaming and broken Plexiglas, it really was just another fabulous day of shopping . . . NOT!

VIKTOR & ROLF for H&M – The Clothing
Available at approximately 250 selected H&M stores in 24 countries, the VIKTOR & ROLF collection is a dazzling display (or WAS, as most things are now sold out) of wearable garments in a mostly neutral pallet.

Putting a sophisticated spin on a playful shape – the heart – the overall theme was “a love story” and being struck by love. This concept played out with a heart motif for women and an arrow for the men’s garments. Both elements were used in embroidery, placed print and patchwork.

There were perfect everyday pieces like blush camis (ideal for day and night) for $59; a short, black wool jacket with heart-shaped buttons for $129; a black button-down dress with a cascading neckline for $99; and a divine trench coat $129. There was also a couture-esque wedding dress that had the signature VIKTOR & ROLF bow and retailed for $349. Any bride looking for a good deal, head over to e-bay and see if anyone will be selling! Happy bidding...