Viktor & Rolf's highly anticipated debut collection arrived at H&M this morning, but much of the action began well before the Fifth Avenue store's 9 a.m. opening. The first customer on line arrived around 2 a.m., determined to buy a wedding dress, one of only twenty in stock. Another woman sprinted into the store as the doors opened, sweeping an entire rack of trench coats into her arms. It wasn't pretty, but then, as they say, all's fair in love and war — and this event had both: love for Viktor & Rolf designs and war with fellow shoppers. But war means some casualties, too. "This isn't fun anymore," complained one overwhelmed shopper, spun in circles by the violent currents of people swirling around her. It's fun for H&M, though: Opening-day sales of Viktor & Rolf are projected to be at least $1 million.

— Kendall Herbst