Thousands of keen shoppers braved the chilly weather to sleep outside H&M stores on Wednesday.
They were waiting to get their hands on the high street store’s Versace collection.
Some stayed in line for as long as 24 hours to ensure they were first to receive the coveted wristbands that would allow them early access.
To celebrate the success of her collaboration, Donatella, the creative visionary behind the collection, turned up at the Regent’s Street store in London.
Wearing a skin tight pink leather studded dress and a leather jacket, both from the collection, the delighted designer greeted the hordes of excited fans outside.
The doors opened at 9am, when a charged up crowd poured into the store and moved swiftly to the specially cordoned off section.
Versace-clad sales assistants were on hand to control the situation, leading eager shoppers into a second waiting area until their ten minute shopping slot came.
And it wasn’t only the UK that was swept up with Versace frenzy. In Dubai, items sold out in a record 30 minutes.
Photo: © Rex