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Fast-Fashion Furor at H&M Saigon Launch Sees 10,000 People Show up

Brace yourselves: Saigon’s fast-fashion fans are here.

Vietnam’s first-ever flagship outlet of Swedish clothing brand Hennes and Mauritz (H&M) opened in Saigon last Saturday, August 9. The opening was one of the most-anticipated events in the city this fall, judging by the number of people who showed up.

According to Zing, some 4,000 fans were already lined up in the morning before the Vincom-based H&M store opened at 11am. That figure reached 10,000 by 9pm, prompting store managers to keep their outlet open until midnight.

Due to the sheer number of visitors, there was chaos inside, but this scene of utter pandemonium wasn’t new, as the launch of H&M’s Spanish competitor, Zara, was similarly hectic last year.

Photos via Zing.

The online news outlet also shared that the Swedish fast-fashion giant is planning to open a store in Hanoi by the end of this year.

VnExpress reports that some fans started queuing at 9pm the night before the opening, complete with sleeping arrangements, refreshments and entertainment options to last them a whole night in District 1. H&M reportedly offered special deals, gifts and vouchers for the first 1,000 customers at the store.

Photos via VnExpress.

[Top photo via Zing]

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