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Our sister site in New York has been up for hours detailing the line situation outside three H&M locations: Herald Square, Fifth Avenue and Flatiron. The biggest surprise this morning is that the lines aren't very long. That is in contrast to Tuesday evening's press pre-shop in New York, which drew a fight-ready crowd of more than 150 people and, per one New York commenter, attracted "screaming.. and I mean SCREAMING tweens."
Frigid temperatures might have something to do with it. In New York, the overnight low was 29 degrees and right now, you're looking at a still-numbing 34 degrees. The staff at the Fifth Avenue store will apparently let shoppers enter in groups of 20 (not the 30 specified by the official H&M rules) and men are going first; other locations are abiding by the rules. As soon as staffers hand out color-coded bracelets assuring you of your shopping time slot, you're free to leave the line and seek warmer ground until doors open at 8am. Follow all the action in New York here, and let us know what you're seeing in your city in the comments.
· Comfy Seats at the Isabel Marant for H&M Herald Square Launch [Racked NY]
· A Smaller Isabel Marant Crowd at the H&M in Flatiron [Racked NY]
· The Isabel Marant Line at the Fifth Avenue H&M Started at 1am [Racked NY]
· How to Dominate the Isabel Marant X H&M Launch [Racked]