On the eve prior to the highly anticipated Isabel Marant x H&M collection launch, Toronto fashion media were invited to an exclusive pre-shop event.
Our invite specified that the shopping blitz would commence at 7:00 pm. We arrived at 7:04 pm to a line that extended all the way to Balmuto Street. Our wrists were quickly slapped with a band marking us as the 181st and 182nd guest in line.
Flare, FASHION Magazine, The Kit, Canada AM: The crowd represented the most powerful players from every major media outlet, be they notable journos, editors or producers. No one received preferential treatment.
“Don’t push!” cried the store supervisor, who was carefully corralling guests up the escalator.
Like boarding a plane, only those whose numbers were called were allowed to make their way past the security guard. Some tried to sneak their way in, but were quickly caught. (Guys, really? We saw you.)
Reaching the top, guests were giddy to raid the racks but were first ushered to another line behind a rope and asked to stand in consecutive order. There was no way 56 was going to step foot before 53!
Each grouping of shoppers was allowed 10 minutes (MAX) inside the small guarded area where the coveted collection hang. Ready, set, GO!
If you were going to succeed, you needed a strategy. We failed to have a plan, so instead spent the evening sipping elderflower cordial and nibbling pastel pink macarons. We didn’t walk out with the metallic gold dress, but did have a delightful time browsing the holiday collection and simply feeling the tizzy of excitement around us.
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