Fast fashion comes up empty

In case you’ve ever wondered what it’s like to experience one of fast fashion’s much-hyped “capsule collections” up close, here’s your chance (via WWD):

“In New York, customers grabbed handfuls of dresses, trench coats, blouses and jackets. By 10:15 a.m., the racks were stripped. Sales associates tried to replenish displays but were accosted by shoppers grabbing the merchandise. A store security guard said associates were being escorted from the stock room to the sales floor by security personnel, who also guarded the mannequins to prevent shoppers from ripping off their clothes. At one point, store employees resorted to dropping clothing from the mezzanine into the scrum of shoppers.”

Such was the scene last week around the world as fast fashion’s king-pin, H&M, opened its doors to thousands of desperate shoppers craving for a piece of Cavalli.

WWD takes us a step closer:

“I’ve been looking forward to this for a couple months,” said [Shopper XXX], who arrived at 8:30 a.m. to find some 40 people already in line. With $2,500 to spend, [XXX] bought more than 40 items, including multiple dresses, tunics, long sweaters, a corset top and a trench. “I was hoping there would be more pieces,” she said. “I was looking for the riding pants from his show.”

[Shopper YYY] had to deal with some aggressive shoppers physically forcing their way through the racks. “A woman was pushing me saying ‘That’s mine!’” she said. “People were grabbing all the sizes, taking three or four pieces at a time.”

Fast fashion’s finest hour? Or a new low point for rampant consumerism? Both.

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