JUST like her father, she has always known how to draw a crowd. The first high street collection by Stella McCartney prompted a scrum among shoppers yesterday and sold out in one shop within minutes.

The range of 40 items — from wool trouser suits to silk spaghetti-strap dresses with diamante piping — led to bargain hunters queueing for up to four hours outside more than twenty H&M outlets.

It will be seen as a triumph for Ms McCartney, who had previously concentrated on haute couture. Some critics had claimed that she was taking an unnecessary risk when she followed Karl Lagerfeld’s lead and designed for H&M. Shoppers were able to spend £59.99 on sweaters whose equivalent would have cost £495 in a Stella McCartney boutique and suits for £100 that would have cost £800.

Once the doors opened the resulting scrum produced a logistical problem for H&M staff, who were desperately trying to restock racks and shelves. In Oxford Street, H&M’s largest British branch, some women queued for up to four hours. Most shelves were reported to have been cleared within 20 minutes. Groups of women were accused of “hunting in packs” — getting one to stand in the queue while others foraged for silk V-neck camisoles (£34.99) or chainmail evening bags (£29.99). Others admitted that they were buying armfuls of clothes so that they could sell them on eBay.

The collection features many of Ms McCartney’s style trademarks — her signature sharp tailoring is evident in a black tuxedo coat, which sits alongside skinny jeans and oversized knits, mainly in muted tones.

H&M introduced the collection in 400 shops in 22 countries. In Stockholm groups of shoppers ran through the doors to snap up a bargain, according to Swedish radio. In Sydney women queued from 6am.

A spokeswoman for H&M in London would not say how many items they had sold, claiming that it was confidential information.

She was, however, very pleased with the day’s sales. “It has been a very good day for H&M. We are very pleased that everyone, from the critics to the general public, has recognised that this is a wonderful collection,” she said.

Ms McCartney, 34, began her fashion career 12 years ago. In 1997 she was given a high- profile job as the creative director for Chloé. In 2000 she made Madonna’s wedding dress and in 2001 she started her own label.

“Stella McCartney for H&M” is her in-house label for the biggest fashion retailer in Europe.

H&M, which was originally known as Hennes & Mauritz, was founded in 1947. The company has reached a wider audience of thrifty and wealthy customers by using high-profile designers for exclusive, limited-edition collections. Kate Moss, the model, was originally hired to be the public face of the designs but she was fired after allegations of drug use.

H&M’S HOT TICKETS

Some of the Stella McCartney designs that flew off the shelves around the world yesterday

• Green chiffon dress £59.99
• Oversized trench £79.99
• Knitted blouson £59.99
• Satin camisole £19.99

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