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At 10am today, H&M looses its Jimmy Choo collection onto the world. We don't think we've seen a masstige line this hyped in some time, so we're expecting an utter circus outside the H&M flagship on Fifth Avenue and 51st Street. Join us, won't you, as fearless Racked correspondent Fawnia Soo Hoo documents the adventure?
9:01am: Hello! Got here about five minutes ago and doing recon. The line is halfway down 51st and people have been here since 3am. They're passing out really complicated rules, and they should be handing out wristbands in about twenty minutes.
9:05am: A staffer says that there are plenty of clothes available on the floor, which bodes well for fans of that blue suede one-shouldered dress.
9:07am: Some guy just yelled from a car "What's everyone in line for?" The collective yell from the crowd: "CHOOS!!!"
9:10am: Crowd scan: Lots of boots, which is smart considering this unglamorous weather. Rainboots—the requisite Hunters, Coach, crazy-patterned ones and one pair of Choo Hunter croc patterned boots. Show-off!
9:15am: The line just moved. Not sure why. It stopped but at least I'm under an awning now. A lady exiting the hotel entrance that we're blocking just asked if Jimmy Choo is a man or a woman. Not sure if she's asking about Tamara Mellon or if she's just been living in a bubble for the past ten years.
9:17am: Line just moved again. Pooh! Now I lost the awning cover.
9:20am: Oh my! I think the girls in front of me may have brought their own beverages if you know what I mean. If the red solo frat party cups don't already give it away, one girl pulled a plastic-bag–covered bottle out of her bag and poured some refills. Pretty sure it isn't coffee.
9:23am: Nice! H&M staffers are passing out Krispy Kreme donuts to people in line. They're also passing out 20% off coupons for regular H&M items.
9:35am: It looks like the line tapped out midway down 51st. It hasn't really grown since 9am. Oh! We're moving again. And then we stopped.
9:41am: Some guy just walked by and shouted something unintelligible into a megaphone. Everyone got excited, but I think he was a random passerby taunting us.
9:50am: The beverage girls have been non-stop chatting this entire time. Those drinks were definitely spiked.
9:52am: I love how tourists will walk by and gape at us, but the native New Yorkers don't even give us a second look. We're moving again!
9:53am: They started letting people in! I'm still on 51st, though.
9:55am: We have a good view of the Rockefeller Center tree set-up in progress. It's covered in scaffolding. Looks so much smaller than on TV.
10:01am: Mother-daughter team bickering behind me. Choos sometimes bring out the edge in people. Just heard some screaming. Will everyone be let in now? Still not moving.
10:06am: We're almost under some scaffolding and there's a crane right about it. Basically, we're risking our safety for Choo.
10:10am: Sounds like the girl in front of me and the one behind have the same agenda: Blue dress and belt.
10:11am: We're moving!
10:16am: Almost at 5th Ave. Some woman just walked by and gave everyone the snottiest smirk.
10:20am: We've been waiting so long, the girl in front of me is saying she's going to buy at least something, even if it's not what she originally wanted. Still not at 5th yet.
10:27am: One girl just walked out with three large shopping bags filled with shoe boxes. They give out clear shopping bags to show off the goods. The lady behind me goes, "She's just rubbing it in!"
10:28am: I can see there is a line for the fitting rooms.
10:32am: I'm at the door waiting to be let in and there are remnants of the 3am people here. Fold-out chairs, McDonald's wrappers, etc.
The liveblog continues on the inside, right this way.