Beyonc"s Ivy Park crashed websites. But stores, not so much.

Beyoncé IVY PARK Haul & Try On - TOPSHOP | Carly Musleh

The long awaited launch day for Beyonc"s athletic line, Ivy Park, finally came today and in brick-and-mortar stores, went with little fanfare. Outside ofWashington, D.C., there was a short frenzy inthe Topshop section ofNordstrom, but nothing like the H&M collaborations of yore.

Beyonce"s Ivy Park collection goes on sale at TopShop in London, England.(Photo: Stuart C. Wilson, Getty Images)

One shopper apparently scooped up themeager four headbands put out on shelves shortly after doors opened -- though why the store only had four or five headbands in stock is open for speculation. Other branded content, including the bodysuit from the ubiquitous ads and most sizes of sports bras, went quickly. Otherwise, the section barely looked picked over and crowds had completely vanished an hour and a half after opening.

In New York, the SoHo Topshop was so empty, New York Magazineconcluded the city was too busyworking to show up. Cosmopolitan was left aghast at the utter lack of mayhem.

The London storefront(where Topshop is based) was significantly more packed, but there were no reports of cart swapping or hair pulling or any of the frenetic activity that lesser brands have commanded. Remember Missoni for Target? Versace for H&M? Even Lilly Pulitzer, an arguablyaffordable, easily accessible brand without the help of Target, whipped up lines for those patterned tumblers everyone had to get their hands on.

Is camping out for big designer collaborationsa thing of the past? Or has it moved completely online?

A calm chaos in London.(Photo: Stuart C. Wilson, Getty Images)

Topshop"s websitereportedly crashedas the BeyHive swarmed.Manyfrustrated voices were heard on Twitter, where the Hive went to air their grievances at missing out on those supportive leggings. Beyonce tour tickets were easier to get than a hoodie, many lamented. Topshop andNordstrom"sdigital press teams were#OnIt though, tweeting at disgruntled customers, making assurances that stocks would be replenished.

Perhaps it"s no longer necessary. Who wouldn"t want to roll over in bed and enter a credit card number instead of making a trek to the store?Or is it that, as Cosmo points out, the line will be in stores for some time --there"s no rush to start looking flawless, you can get it in two weeks.

It"s crazy to think that there"d come a time when we"d miss the feeding frenzy of a limited edition launch. But battling to fill an electronic cart doesn"t feel the same.It"s not as instantly gratifying as walking out, lusted over, cheap swag in hand. And an Ivy Park tee to wear to work out in that night.

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Source: http://www.usatoday.com/story/life/entertainthis/2016/04/14/beyonces-ivy-park-crashed-websites-but-stores-not-so-much/83052766/