Today was the day for global shopping madness as the Viktor Rolf collection for HM went on sale. Stores opened an hour early for pre-work...

Today was the day for global shopping madness as the Viktor & Rolf collection for H&M went on sale. Stores opened an hour early for pre-work purchasing, though eager fashionistas prepared in advance- some turning up as early as 5.30am to ensure prime position. Feeling it was my editorial duty to my psfk readers I faced the crowds in Covent Garden- only to find that by 10am most items had sold out!

Harrased looking members of staff were still reeling from the agressive start to their thursday morning, but told me how most customers seemed to have done their research and knew what they wanted- simply scooping up items and heading for the tills. The store had received 4 of the 1,000 individually numbered wedding dresses- all of which were sold within the first five minutes. The announcement to the baying crowds that a second shipment would be arriving at 1pm was enough to make me escape- though not before I managed to get my hands on a couple of items! 

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