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When we arrived at H&M's Flatirom location at 5am this morning, there was a short line of about 20 people. Those few in front had been waiting since 5pm on Wednesday, but everybody else seemed to have gotten there between 4:30am and 5am. Bracelets for the first 30 people in line, (and free Crumbs cupcakes) were distributed at 6:30am: a red bracelet indicated that you'd be in the first group to shop the women's and kid's collection for 15 minutes. The men's section had no line, and the time allotted did not include fitting room and checkout time. At 8 am, the doors opened.
The section where the collection is housed in his pretty tight, and things got pretty frantic inside. Most shoppers went straight for the shoes, grabbing boxes without thinking to check sizes. The fringe booties were gone within the first minute or so, save for a few 5.5s.
We spotted most of the designs from the lookbook, including the grey oversized wool coat and embellished blazers (those went fast). Tees and tanks were also in good stock, with all sizes initially available but rapidly dwindling. The pyramid of belts and silver jewelry got hit pretty hard, but there was still a lot to choose from. The kid's bracelets were really cute as well.
All the in all, the sales department was pretty adamant about up keeping the 15 minute rule, and absolutely no re-entry was permitted. Your best bet is to stand by the checkout line—chances are people will be putting down some of their items once they actually get a chance to breathe and sift through it. We scored a great pair of sweats, the snake printed skirt, and the wool tasseled sweater, just from that tactic line alone. By the time we headed out at around 8:30am, there was absolutely no line outside. —Esther Levy-Chehebar
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