Tears and all-night queues: the shop launch of Versace for H&M

The queue outside the H&M store on Regent Street, which went on for 150 metres. Some shoppers had been queuing since yesterday for a chance to purchase cut-price Versace
Photograph: Martin Argles for the Guardian

Emily Xiang, 22, a student, had been queueing since 5am to buy a red dress and floral print leggings from the collection
Photograph: Martin Argles for the Guardian

Shoppers, bloggers and photographers scramble to get a photo of Donatella Versace
Photograph: Martin Argles for the Guardian

Donatella modelled the studded leather trench coat from her collection at this morning's launch
Photograph: Nick Harvey

Some of the shoppers who arrived early enough were selected to meet Donatella
Photograph: Nick Harvey

Rhea Verma, 23, student
I'm the first person to buy something from the shop today. I've been queuing since 1am and was handpicked to meet Donatella in store. I wanted to buy the studded leather dress but it didn't live up to my expectations so I spent £50 on bracelets instead
Photograph: Martin Argles for the Guardian

Victoria Bond, 23, Retail worker
I queued from midnight and was let in at 9am. I've spent approximately £690 today. The main thing I came for was the cut out purple dress and a red dress. I also bought my boyfriend a pair of shoes
Photograph: Martin Argles for the Guardian

Alfie Brewer, 18, Fashion designer
I've spent exactly £979.87 today and I started queuing at 9pm last night. The jacket I'm wearing was the main reason I came, and most of the other things I bought were for friends or will go on eBay
Photograph: Martin Argles for the Guardian

A group of friends outside the store with their purchases Photograph: Rebecca Naden/PA

Nick Rensen, 24, student
I've spent £75 on a pair of shoes and the hat that I am wearing. I'd never queue for this, I walked past and decided to sneak in and no one noticed. It's crazy in there. One girl started crying when I got to a jacket before her, I felt bad so I gave it to her
Photograph: Martin Argles for the Guardian

Caesar Obialor, 20, student
I got here at 2am and have spent £300 on a bomber jacket and this studded leather jacket
Photograph: Martin Argles for the Guardian

Leyla Tahir, 21, student
I joined the queue at midnight. I came for the printed bomber and the leggings and ended up spending £350. There's always a lot of hype around these collaborations but I think a lot of people have been influenced after seeing Kanye West wearing a bomber jacket from the collection last week
Photograph: Martin Argles for the Guardian

David Mills, 21, student
I've been queuing since 4.45pm yesterday and was one of the first people to be let in the store today. I've spent £199 on a bomber jacket and jeans. It was manic inside - the shelves were bare within seconds
Photograph: Martin Argles for the Guardian

Candice Jarvis, 28, Web designer
I've spent £997 today. I don't usually queue for these kind of things but, unlike some of the younger shoppers, I remember Versace's iconic prints from my youth and couldn't pass them up at this price
Photograph: Martin Argles for the Guardian

Crystal Apollonia, 25, Shop assistant
I was only queueing up for an hour. You're only allowed ten minutes browsing time so I went to the men's section and picked up two jackets at £80 each
Photograph: Martin Argles for the Guardian

Gary Thompson, 21, Dancer
I've been here since 6am. I came for the bomber jacket. I really had to budget myself so only spent £80
Photograph: Martin Argles for the Guardian

Malika Tejura, 23, students
I queued from midnight until 9am. I've spent £300 today, and mainly came for the babydoll dress which is my favourite from the collection
Photograph: Martin Argles for the Guardian