News & Runway

Marni H&M Pre-Shopping Event Madness

Yesterday, on the eve of the launch of Marni x H&M, the brand hosted a pre-shopping event for editors at their Fifth Avenue flagship, and to say that people went wild for the collection would be the understatement of the century.

When I got to the event shortly before the 7:00 PM start time, the line to get in was already one block and one avenue long, but luckily for guests, it was exceedingly well run and publicists were quick to check people in with their iPads. I made my way inside a few minutes after 7:00 and nearly all the racks were already empty. Not only had the collection been mostly picked over, but people were literally pillaging the clothes off of the mannequins as they stockpiled everything from tops and dresses to necklaces and bags (unlike when H&M's designer collections launch to the public, there are no purchasing limits at these shopping events). I lingered around a bit as I figured once many of the shoppers took inventory of everything they grabbed they would put some items back, and so they did. I ended up with one dress that a friend had been eyeing, but I had no luck with the top I was considering nor did I even get to SEE the jewelry.

If you’re a Marni fan, there’s definitely a lot to love in the collection and the jewelry, from what I saw in the window displays and images, is fantastic (and so are the shopping bags you get when you buy something!). H&M released some details for those planning on lining up to get their hands on the collection. See below, along with some snapshots from the event.

US Stores that carry the Marni at H&M collection:

  • 5th Ave & 51Street, New York City
  • 34th Street at Herald Square, New York City
  • 34th Street & 7th Avenue, New York City
  • 515 Broadway btw Price and Spring Street, New York City
  • 5th Ave & 18th Street, New York City
  • Lexington Ave & 86th Street, New York City 1025 F Street, Washington, D.C.
  • 840 North Michigan Ave, Chicago
  • 150 Powell Street, San Francisco
  • 1725 Walnut Street, Philadelphia
  • Garden State Plaza, Paramus
  • 100 Newbury Street, Boston
  • Beverly Center, Los Angeles
  • Americana at Brand, Glendale
  • 8580 Sunset Blvd, West Hollywood
  • South Coast Plaza, Costa Mesa
  • Santana Row, San Jose
  • Atlantic Station, Atlanta
  • Fashion Valley Mall, San Diego
  • 520 N. Pike Street, Seattle
  • Forum Shops at Caesars, Las Vegas
  • Denver Pavilons, Denver
  • The Gardens Mall, Palm Beach Gardens
  • NorthPark Center, Dallas
  • Scottsdale Fashion Square, Scottsdale
  • Fashion Place, Murry


To make sure as many customers as possible are able to buy from the Marni for H&M collection, we have a shopping limit. Every customer can buy from the entire collection but with a limit of purchasing a maximum of two pieces per product, i.e. not more than two sizes (shoes/garments) or pieces (accessories) per product per customer. The shopping limit covers the entire Marni for H&M Collection. Your place in line does not guarantee any items from the Marni for H&M collection.


If you arrive before the store opens, please join the queue and our staff will tell you how the shopping system works. As the designer collections are usually very popular, there are a few things to keep in mind for a great shopping experience.


The first 300 people in line will be given a colored bracelet; there are 10 colors with one for each group of 30 customers. Your color determines when it’s your time to shop in the designer collection area. Each group will have15 minutes to shop, with 5 minutes between slots. The bracelets are only for customers shopping the Marni collection and are used to shorten the queue and make your shopping experience easier.

Not among the first 300? No problem! You can still shop in the store as the queuing system only applies to the designer collection. Find inspiration and get ready for your turn – after three and a half hours we’ll open the area to all customers.