The Marni and H&M tie-up has shoppers queuing to snap up the limited edition range.

Queues formed in the basement of H&M Oxford Circus from opening time this morning as shoppers rushed to snap up the latest collaboration between the Swedish retailer and a globally-known designer. This time, the tie-up is with Italian label Marni and those wishing to purchase items from the range were given colour-coded tickets that allowed them to buy a single garment within a 10-minute shopping window.

The fit-out in the basement consisted of a brightly lit white box with a central display plinth and perimeter rails.

There were also crowds at the nearby flagship on Regent Street and from mid-morning Oxford Street was filled with (mostly) female shoppers clutching the distinctive Marni at H&M shopping bags that form part of the branding collateral.