Early birds, eager to get their hands on the upcoming Balmain x H&M collection, have set up camp outside the H&M flagship store at Orchard Building.
The collection is a collaboration between French fashion house Balmain and the Swedish fast-fashion giant. It will launch worldwide only tomorrow morning, but the Singapore queue started forming at about 7 pm on Monday.
Retail assistant Michelle Kwek, 26, and her friend were first in line with a floor mat and foldable tent.
"I'm a huge fan of Balmain," she said. She saved at least $2,000 for the sale and took four days of leave just to queue early.
The 109-piece collection will be available here at only the Orchard Building and Ion Orchard H&M outlets. The Straits Times understands that advance queueing is not allowed at the Ion Orchard mall.
At 6pm yesterday, there were more than 10 people in line outside the H&M flagship store. Some were seen erecting tents. Law graduate Amanda Sun, 24, arrived at about 5.30pm, armed with a sleeping bag, picnic mat, Apple iPad and battery pack. She is targeting a beaded velvet jacket retailing for almost $700.
Some were queueing as a form of investment. Student Peng Jun Wuen, 21, said: "I take orders from people who don't have the time to wait in line. I charge a $100 commission for each piece." He has eight orders from two "customers".
H&M Singapore's public relations manager, Ms Abby Wee, said that, when the doors open on Thursday, customers will be taken into the store in groups of 30.
This is the 11th year that H&M has launched collaborations with designers and brands. Last year, more than 600 customers queued at Orchard Building ahead of the H&M x Alexander Wang launch, with some camping for almost 48 hours.
Said Ms Kwek: "The H&M staff take good care of us. They drop by every now and then to give us water and curry puffs."
- Additional reporting by Melissa Heng