The Swedish clothing chain H&M has worked with a number of top name in recent years – including Karl Lagerfeld and Stella McCartney – but has now launched a range from renowned shoe designer Jimmy Choo.

When staff opened the doors to the Bull Ring shopping centre at 6am on Saturday morning, it was a welcome relief for the hundred or so die hard fashionistas who had been waiting outside throughout the night in driving wind and rain, reports BBC Online.
The queue started at 9pm Friday night and when students Dee, 19 and Trishnan, 20, from Birmingham, arrived at 1pm there were already 20 people ahead of them in the queue.
“Loads of people were fighting to get in the queue and get in first,” said Dee. “People were pushing in but no-one was letting them.”

Once inside the the building, burly security guards kept order, and staff from the store began organising a system to ensure that as many people as possible were able to buy a pair of the sought-after shoes.
Different coloured wristbands were handed out, and those in possession were given appointment times, when they’d be allowed to return and pick up some footwear.

“We’ve got the red wristband and we’ve been told to come back at 9.35pm, and we get like ten minutes in there” said Dee.

“We’re only allowed one item, so we can only get one pair of shoes each,” added Trishnan.
By 8pm the queue was snaking back to the entrance of the shopping centre.
Small groups of teenagers and well dressed women were in the majority.


But dotted along the length of the queue were glum looking men, often on their own, looking incongruous in their jeans and anoraks, trying to get that must-have Christmas present for their wives or girlfriends.

After they’d been given their coveted red wristband, Dee and Trishnan took pictures on their phones of each other posing next to the Jimmy Choo window display.