Fans camp for Versace

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Donatella Versace

Over 250 eager customers camped outside Liverpool’s H&M this week as the coveted Versace collection was launched.

As a flagship store, Liverpool was one of a handful of outlets in the UK to get the collection, and fanatic fashion followers made sure they were first in the queue to buy it, with some arriving at midnight the evening before.

Customers were only allowed 10 minutes inside the luxurious showroom to rifle through the rails and purchase their favourite pieces. But strict rules apply when women and fashion are involved, and store staff made sure only one size in each design was permitted per person.

As the clock was ticking, panic struck and people realised that if they didn’t buy it when they had it in their hands on launch day, chances are they wouldn’t be able to get it again. Liverpool H&M made record sales at record timing, which was expected, with some customers spending up to £2,000 in one go.

H&M floor manager, Lauren Cloherty, said: “It’s amazing to have the collection in our store, its the biggest we have ever had. As Liverpool is such a fashion-conscious city we had to get it.

“The collection is bright, and bang on trend with lots of leather and studs. It’s very well priced for a designer collaboration and ranges from £20 for a piece of jewellery to £200 for a leather jacket. The success we have had today has ensured that our store will get more designer collections in the future.”

One customer who slept outside the store was 22-year-old Chloe Wright from Bootle, who said: “I camped overnight because I wanted to be one of the first to buy the collection. We got here about 1am and there were already a couple of people here. The staff were even handing out Croissants to everyone before they opened.

“I bought the pink studded shift dress which was £130, the black pleated skirt which was only £40, the leggings and the black studded bag, I think it will be perfect for the winter.”

By 12:30pm the collection was 95% sold out in store, and 280 wristbands had been issued. With a second collection already announced and due for spring/summer 2012, staff at Liverpool H&M might have just enough time to recover before Versace mania begins again.

About Sophie Fairclough, Deputy Website Editor