H & M Causes Hysteria In Tel Aviv & Toulouse (Not LA)
A friend living in Tel Aviv just sent me video of the opening of H&M’s first Israeli outpost. A description of the scene this morning reads as follows: “at 11 A.M. the doors opened and the crowd stormed into the 2,000-square meter store on the mall’s third floor, pushing and trampling anyone and anything in its way, grabbing whatever it could before nothing would remain.” Apparently 1,000 or so eager shoppers took to the freshly debuted shop’s racks today with a no holds barred approach. And Tel Aviv’s not the only global capital that saw a stampede run through its local H&M this week.
The same thing happened in Toulouse, France on Saturday, when Sonia Rykiel’s second installation of her line for the retailer debuted. Grazia has footage of the mania here. In both cases women appear to be consuming so crazily you’d think a real life Johnny Depp comes with every purchase.
What’s amazing is not only the determination and frenzy of these shoppers, but the fact that at the same time, halfway around the globe, Sonia Rykiel’s designs are sitting relatively untouched in an H & M in Los Angeles. RackedLA described the latter as indicative of LA’s “indifference” to Rykiel, a bona fide French institution. It’s just another reminder that all of the fuss is most definitely subjective.