COLLABORATION FEVER: To call it a fashion frenzy would be an understatement. The Isabel Marant for H&M VIP shopping event held at the store’s Fifth Avenue flagship in New York Tuesday evening was a demonstration of survival of the fittest. Or, as campaign model Milla Jovovich said, “H&M should have 911 on standby.”

Customers pushed each other aside to get any piece of the affordable merch, with some of them stripping mannequins naked, prompting a staff member to stand guard.

This story first appeared in the November 14, 2013 issue of WWD. Subscribe Today.

Even Jovovich got in on the madness herself, snagging coats and sweaters and passing them off to her two assistants to hold. “I’m stealing this,” she told fellow shoppers. Now that she lives in Los Angeles full time, Jovovich laughed at her desire for cold-weather items, justifying that “75-degree weather is cold enough.”

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