Matthew Williamson for H&M Launches at the Beverly Center

British designer Matthew Williamson's colorful, peacock-inspired collaboration with H&M went on sale today at 10am sharp. In New York, the response was mixed—unlike at the Comme des Garçons launch, no hurricane of trend-setters trampled the flagship store, but Racked did get swept up in some gale-force shopping winds.

In LA, fashion writer Laurie Brucker got to the launch at the Beverly Center at 9am, where she was one of the first people in line, according to her Twitter. "A line started forming last night. But thankfully only 14 people were in it... There is only 10 clutches... Working on a strategy." We wish her luck, and we'll be following the updates assiduously.

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