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Lanvin had no idea H&M collab would be a hit

On Nov. 20, Lanvin's collaboration with H&M hit the Swedish store's U.S. locations, and people came in droves. Some shoppers admitted to dropping more than they ever had in one shopping trip, sometimes totaling $1,000 to $3,000.

Alber Elbaz, the man behind the French brand, was surprised by the frenzy. The designer stayed an extra night in New York for the flagship's launch of the line. By 8 a.m., there were an estimated 300 shoppers lined up for their first glimpse of “Lanvin (Hearts) H&M.”

“I can’t believe it. I was sure there would be no one. I was a bit panicked,” he told Women's Wear Daily. “This is a once-in-a-lifetime experience.”

One man from Fleshing, N.Y., apparently waited 13 hours. Nicole Eng, a 20-something graphic designer from Los Angeles, told WWD she spent “the most I've ever spent in my life” on the new collection, charging $1,700 worth of Lanvin goods to her name. Wenson Ho put down $3,000 shopping for his pregnant wife.

The products aren't cheap. While H&M rarely goes above the $100 mark, the new line's dresses range anywhere from $199 to $249, with specialty pieces, such as faux fur coats, priced even higher.

The collection is much different from his Spring 2011 collection for Lanvin. His looks for H&M are fun, frilly and perfect for holiday and special occasions, whereas his Oct. 1 runway presentation at Paris Fashion Week revealed sleek, neutral looks in slimming cuts.

While some shoppers told WWD the price wasn't worth it, others felt that the cost revealed that the collaboration wasn't a downgrade for Lanvin, but rather an economical reinterpretation of his runway looks.

“(Alber Elbaz) said he wanted to maintain the look,” shopper Amanda Nguyen told the publication. “Sometimes these collaborations are cheaper, and (Lanvin's collab with H&M) is a direct representation of the runway.”

The collection is currently available in 24 U.S. stores. In Southern California, the list includes Beverly Center, Sunset Boulevard and South Coast Plaza.

For more information about Lanvin (Hearts) H&M, visit www.hm.com/us.

Tagged in: fashion, lanvin, runway, collaboration, alber elbaz, h&m,

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