Call it poor timing on H&M's part, but most fashion bloggers were so preoccupied with Fashion Week, that they barely bothered to cover H&M's big Sonia Rykiel knitwear collaboration when it debuted on Saturday morning. Possibly they were unimpressed with the earlier lingerie component of the collaboration that came out a few months ago, or maybe releasing the merchandise on a Saturday was not a good idea, but the event was minimally covered online.
WWD reports that there were lines outside most of the chain's stores worldwide for the launch, but there were few of the usual breathless reports from the Manhattan stores, and now bloggers are trying to catch up by reporting that there's not much left at the handful of area locations that were graced with the collaboration. Some reports suggest that your best bet would be the main flagship at 51
st Street and Fifth Avenue if you have been a slowpoke, but for the most part it appears that the Rykiel ship has mostly sailed.
Probably next time, the Swedish chain should avoid stacking these launches atop the Fall Collections if they want to guarantee the kind of blogger support around here that they can usually count on for these kinds of things.
Sonia Rykiel for H&M Line Draws Crowds (WWD)
The Weekend Leaves Little Left Of H&M's Sonia Rykiel Collab (Racked NY)
Sonia Rykiel Pour H&M (Madison Avenue Spy)
Comments