'It was like the Hunger Games!' says Heather, a fashion blogger, who arrived at 10am at New York’s High Line Stages for….well, nobody knew exactly. Even by New York standards - a city where people will queue for hours for their chance at a cronut (the croissant/donut hybrid phenomenon) - this was quite something.

A message on Alexander Wang’s official twitter account announcing a surprise event and not much else resulted in hundreds of people snaking around the block without a clue as to what was to come.

The lucky first twenty (some of whom showed up at 7am) were finally allowed in at 2pm and were greeted by Alexander himself on a video screen welcoming them, thanking them for waiting so patiently and announcing that, 'as a reward, through those doors is the new T by Alexander Wang collection' and surprise, it was all free - cue shouting and hysteria. Some had bags, other boxes and let’s just say, things got heated. 'It was funny but scary, a grab n’ go', said Abby standing by a box of goodies, an intern at Alexander Wang, who showed up bright and early, at 8 this morning, with 12 of her friends. 'There were also cameras filming the scene for the line’s new campaign'. Heather agreed, 'it got pretty nasty at points, people were falling over'. She was more selective than most, picking a few T-shirts and shirts that she knew she’d like and wear. 'I already have some of his t-shirts and shirts so I knew what to go for, I didn’t’ want to eBay things'. 

Around 70 people in total were let in and the rest just scattered away still unsure of what exactly it was they missed. Not even a cronut to sweeten their sorrow.