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Isabel Marant devotees braved the cold Tuesday night, many waiting in line for an hour before the Fifth Avenue H&M doors opened in Manhattan. Some shoppers admitted to stalking the collection online for months, while others passed the wait by strategizing their purchases via smartphones. On their most-wanted lists: wear-with-everything printed dresses and chunky patterned sweaters.

But once the doors opened, those careful lists were quickly forgotten as everyone rushed to grab anything and everything. “I want something I can wear next season without someone pointing out ‘Oh, that was last season H&M,’ so maybe I’ll just buy a T-shirt,” said one shopper who was later spotted with her arms full of said recognizable clothing and a guilty, can’t-help-it smile on her face. Even Nicky Hilton was on scene braving the crowds, while DJ Hannah Bronfman worked the music, dressed in a T-shirt and jacket from the collection.

The men’s line — Marant’s first stab at designing for the opposite sex — also caused a stir. One insider brought along a loyal friend (already dressed in Isabel Marant) to help him “divide and conquer the collection in pursuit of the perfect fringed sweater.” It was a good plan since most of the female shoppers were hot after the men’s pieces as well.

Campaign model Milla Jovovich looked on with amazement, saying she wished her husband was there “to get inspiration for the next ‘Resident Evil’ movie.” After all, she added, “Everyone here is such a fashion zombie!”


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