Another friend, upon hearing my plan to drop by the store on Thursday, looked at me like someone who has been to the front lines of a war. “I have been at every one of those special designer things,” she said, wide-eyed. “The wave of bodies nearly crushed me before the doors opened. Within seven and a half minutes all the merchandise was gone. I saw a salesperson crying. Someone tried to rip my arm off.”
And then, her face took on a rapturous look. “But that Stella McCartney collection was worth it.”
In preparation I watched the video on the H&M website that covered the opening at the Tokyo store. The people had queued up for hours in the rain and once inside, seemed to be weeping with joy. I wasn’t sure I had what it takes but decided to give it a try. (Jump for more!)
It was difficult to orient myself and people were, while not rude, even less concerned with protecting anyone’s personal space than usual. I got body checked at least twice in five minutes, but there were still plenty of goods to go around. There were polka dots
everywhere, plain white shirts, a cute trench. “Could I pull this off?” I called my friend to ask, referring to a black and white polka-dot cardigan. The store’s music blasted so loudly she had to yell back, “You have to style it like they do on the website,” meaning
layered over a polka-dot shirt and under a polka-dot scarf. “Otherwise, it loses its irony.” Irony! A word we haven’t heard since the nineties that nevertheless has never gone, well, out of fashion. I liked the concept but wasn’t sure I could engineer the look.
At home I found that I had pretty much satisfied my friend’s list. I also learned that the polka-dot shirt I had grabbed for myself looked simply stupid on me (though maybe if I were a cute Japanese girl–or boy–with amazing style it would have been a different story). The women’s shirts were great, if a bit scratchy, and the men’s sweater
was lovely: narrow, long, made of light and soft wool. Honestly I don’t know what, other than the label, distinguished it from a well-made Gap offering, but I’ll take it on faith that it’s a worthy investment. Then when the full effects of this economic crisis are
being felt and we’re all living in shanties, someone will care enough about this historic and limited edition piece designed by a legendary figure that maybe I’ll be able to trade it for a can of beans. If not, at least it will keep me warm.
*For every one of you who is too young or too… well, rich too know about this, it was a gimmick used by K-mart to encourage bursts of spending at any given time. A blue light would flash; something would be on sale; people would race to get to the designated aisle and stuff the discounted items into their carts; bargains would be had and sales
would be boosted.