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- Time this photo was taken: 10:01am. Time the rack was stripped bare: 10:02am.
- Coco Rocha basically owns Herald Square right now.
- Seriously, she's everywhere.
- One of the two shopping stations on the second floor.
- The decor includes a library of Karl-ish books: Lots of art, lots of German.
- A hyper-modern seating area. Note Coco in the background.
- Racks: Emptied.
- Fifteen minutes after the line went on sale, people were already stripping the mannequins.
- Coco also watches over the first floor, where Karl Lagerfeld mannequins are hanging out near the ceiling.
There were 40 or 50 people waiting for Macy's to open at 10am today, but most of them didn't seem to be there for the Karl Lagerfeld collection. They'd arrived with their families and maps in tow, and they were speaking a United Nation's worth of languages. The few fashion girls among the tourists, however, knew exactly what they wanted and exactly how to get it. We hit the racks with a small group at precisely 10am; by 10:15, Macy's staffers were already rolling out new merchandise to replenish the empty hangers.
Macy's hasn't devoted a ton of floor space to the line, but they've given it serious advertising prominence around the store. Model Coco Rocha's face and Karl Lagerfeld's name adorn the facade, hang from the ceiling, and pop up on all number of miscellaneous walls. The collection is grouped into two regions on the second floor, both decorated in black and white and accented with a bookshelf motif.
Pieces were disappearing so rapidly that it was impossible to tell if they had the whole collection, but the staffers assured us that there was plenty of merch in the back. This makes for some shopping delays, but it also means the floor can't get covered with discarded dresses—definitely a good thing. We heard one collab veteran enthuse to another, "This is so much more civilized that H&M!"
· All Karl Lagerfeld x Macy's coverage [Racked NY]