According to New York Magazine, the Marni for H&M collection did not receive as big a storm of shoppers as did the Versace for H&M collaboration, but as early as 8 a.m. the day before, a line had formed outside the Fifth Avenue store in New York. According to ny.racked.com, about 60 people had stayed the night outside the store before its opening.
The racks were already picked over from the night before the March 8 opening: the press had been invited to a preview shopping experience. The article said that almost all the size 4 pieces were already purchased.
According to ny.racked.com, the H&M store had a DJ stationed inside while shoppers looked through the collection. Shoppers were given time slots according to their arrival at the store. The shoppers were instructed not to push or shove.
Both articles report that the Marni for M&M collection's opening day was "tamer" than the Versace collection debut, albeit met with success.