ISABEL MARANT POUR H&M WITH #BYLILY

Isabel Marant pour H&M with Hashtag by Lily

Once upon a time, there was this crazy little Chinese girl who has, like many other girls, a passion for fashion. But how many of these girls are willing to get up at 4 am to wait in line to have their hands on there loves? Well.. Let me tell you the whole story here today..

It started a few years back when I saw some random girls wearing this beautiful, perfect trenchcoat in Utrecht. It was love at first sight, but it was not mutual, because I had no clue where I could find this coat. This, until I met my friend Aniek, who was wearing this trenchcoat when I met her. She was the one who explained me all about the collaborations of H&M. I remember to be so bummed out that I couldn’t buy this coat anymore, because it was immediately sold out.

A few years after this incident, it was Nancy (Aniek’s little sister) who asked me to join her to go to the next collaboration with Lanvin. At that time I was actually laughing at her, because she wanted to go at 7 am! I obviously had no idea the kind of impact the collaborations had. Little did I know, this was the beginning of my collaboration obsession! I didn’t plan on buying anything that day, I was there purely for my friend, for support (uh huh).
The vibe, the excitement, the stress oh men.. There is just so much a heart can take! I had no idea what I was getting into that morning! No one warned me about this. But, I LOVED IT! The so called “support” role I claimed to be was sooo BLA, because I bought more items than Nancy that day ghehe.

Isabel Marant pour H&M with Hashtag by Lily

So since that year, it became a little tradition of ours (Aniek and Hanny joined the pack) to camp before H&M, to buy the beloved pieces! And this year was no different. Since they announced that Isabel Marant was going to be the next guest designer half a year ago, we were so impatient to see the complete collection. Only by knowing that Isabel Marant was the next designer, I knew that this was going to be my favorite collection so far! And I was right! There is not one thing that I don’t like about this collection! And I am not only talking about the women’s collection. I also wanted pieces from the men’s collection AND the kids collection. How am I suppose to make the right choices with a limited budget??? I honestly didn’t know what my game plan would be this year. Normally, I knew exactly what I wanted and in what order I would grab it). And everybody knows that a women without a plan, shopping in this kind of sale, is DANGEROUS!

Isabel Marant pour H&M with #byLily

The previous collaborations we went to, were in Utrecht. This year was the first time that we took the “risk” to go to Amsterdam, because Utrecht didn’t always sell the complete collection. We should have known that there are ladies out there (in Amsterdam), who are even more crazy than us, because when we arrived at 6:00 am, there was a whole line standing in front of the store already! So we were FREAKING OUT at that time! Especially when we found out that we were in the 2nd group (each group consist of 20 (crazy) people)!

Isabel Marant pour H&M with #byLily

Anyhow, there was nothing that we could do anymore at that point. So we accepted our faith with a blue strap (that we might not able to catch everything we want), and enjoying this event to the fullest.

Isabel Marant pour H&M with #byLily
By the way, I have to say that H&M organized everything brilliantly! It was raining that morning, so they gave everyone an umbrella in line. They even arranged a car, serving free coffee and tea! Not to mention the super friendly personnel who guided the whole event so smoothly.

Sooo at 9.00 am sharp, it was show time! It was torture watching the first group grabbing all the things that you came for. It was CHAOS! You only have 10 minutes to hunt down your cravings and try it on. Can you imagine what this battlefield looked like?

Isabel Marant pour H&M with #byLily

This year’s damage.. yep..

Isabel Marant pour H&M with #byLily

Look how happy we were with our new treasures :)

Isabel Marant pour H&M with #byLily

I love this picture of Aniek! It’s here signature pose :D

After a day like this, you might wonder what I did it for, so here is what I scored last Thursday:

Isabel Marant pour H&M with #byLily

Isabel Marant pour H&M with #byLily

Isabel Marant pour H&M with #byLily

Isabel Marant pour H&M with #byLily

Isabel Marant pour H&M with #byLily

Okay, now I have to admit that I bought a lot more than this last Thursday. This was because it was impossible to try on everything that I got at that moment and because I was too greedy. Eventually I returned a few things, simply because I had to (it’s about priorities). It was the hardest thing to do (exaggerating a little maybe.. but you get the picture ;)).

This was such a fun adventure once again. I think that me and my girls are the perfect audience for H&M. You know.. how H&M picture their fans to be haha..

Here are some reasons why you should line up at 5 am (I am now talking to fellow passionate fashionistas ;)):

  1. For “gezelligheid“. I’m sorry, but there is just no correct translation for this Dutch word. So I go with the word “fun” here.
  2. The original boxes, hangers, lookbook and bags. If you order online, it is not always the case that you receive it like when you are buying those things in stores.
  3. Assurance. You can somewhat control you purchases (if you are going early). Online you just don’t know when it will be your turn to buy and when you do, it might be too late. And if you don’t succeed in stores (open at 9 am) than you can always try it online (open at 10 am).

Wow.. I hope did not bore you ;) I am closing this super uber long post with: UNTIL NEXT YEAR!!! :)

by Lily