To anyone who saw Donatella Versace in a primetime TV commercial on Romanian channels, telling viewers, “My home, my rules, my pleasure” or the huge posters adorning the National Theater in Universitatii Square, the message was clear: Versace sells in Bucharest. So was it Romanians’ love of the signature elements of the Versace House – flashy color prints, studs, gold, glamour and sensuality – or the queues from the early spring when H&M opened its doors in Romania that made the difference?
Whatever the reason, anyone familiar with the Swedish brand’s policy on the distribution of its limited editions by famous designers and artists since 2004 knows that of the nearly 2,300 stores around the world only some are chosen to stock these collections. The “Versace for H&M” line will go on sale at about 300 H&M stores and Bucharest is one of them.
Romanians’ reactions were as expected. Many bought on impulse and some chose to buy only to have in their wardrobe something bearing the signature of the famous fashion house, whether the style suited them or not. The opportunity to acquire high fashion at low prices will continue and the announced extension of a spring/summer Versace line for H&M line may include Bucharest.