License to Shop

How long would you stand in line for a new jacket? That’s how long some Tokyo fashion diehards stood in line to get their hands on the hottest new collection from H&M by famed designer Rei Kawakubo, maker of the Comme des Garçons label. It was a budget fashionista’s (recessionista's) dream come true. Within minutes, the most sought-after items were gone. In London, the Telegraph reported that the most expensive item, a £199.99 Comme des Garçons coat, sold out within the first twenty minutes.

Let’s face it. We all know H&M isn’t exactly couture. I consider it disposable fashion. Sure, the shirt doesn’t look quite as great after a few washes, but if you only paid $35 for it, who cares? Buy another one.

With all the belt-tightening going on these days, H&M is right on the mark. After so many years of living large during the good years, consumers have become accustomed to shopping and spending. Clearly, they don’t want to stop. H&M’s collaboration with Comme des Garcons is giving consumers a license to shop—a lot.

We could all use some good news right now—a glimmer of hope perhaps—that consumption is still alive and well, just like the good ol’ days.

Well plaid, H&M.