Sonia Rykiel's much-hyped collection of lingerie and mini dresses hit H&M stores this Saturday with less of a bang than a whimper. The collection, by all accounts a very successful one, didn't draw the typical frenzied crowds, or even so much as the standard two-block waiting line. Instead, launch attendees were allowed to enter, calmly and without physical violence, when the doors opened promptly at 9am. We stopped by H&M's flagship on 51st street and were surprised by how calm the environment was -- though we found the wares to be surprisingly well-made and coquettish (our video here!)
Racked shopper Fawnia Soo Hoo reported to have also ogled the racks of sequined bralettes and silk chemises by her lonesome. The handful of tourists that had waited outside with her were quickly seen "booking to other parts of the store" upon entry.
Alarmingly quiet launch date aside, Rykiel's collection is said to be utterly shoppable nonetheless. Swing by the 5th Avenue flagship store and perk up your holiday wardrobe with a set of two-tone peach underpinnings for just $40, or grab the extra fancy rosette-embellished bra for $34.95. If lace and frills aren't your thing, check out the easy velvet slippers, or 100% silk black robe.