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Jimmy Choo Designing Affordable Line For H&M

Hennes & Mauritz, the world's third-largest fashion retailer, will make the dream of owning a pair of Jimmy Choo shoes -- which were given mass appeal by Sarah Jessica Parker's character in "Sex and the City" -- a reality by selling them for as little as £30. They normally go for £400 -- or about $650, Alexandra Frean reports.

The limited-edition line will be available Nov. 14 in just 200 of the 1,800 H&M stores that operate in 34 countries worldwide. They will probably sell out within hours of being put on sale, Frean writes, and are expected to lead to lines around the block and saturation media coverage.

H&M usually launches its designer collections -- previous events have featured Karl Lagerfeld, Stella McCartney, Comme des Garçons and others -- on a Thursday. But this time, it will be on a Saturday, when women are generally off work, to create more buzz.

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Read the whole story at The [London] Times »

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