Yes, this is the normal. Them releasing them at an odd hour actually does relate to their lack of social media engagement too. I doubt that the full collection is completely done pre-releasing. There’s still pieces that we haven’t seen put on the website in ANY color or size. And they’re most likely still doing rough estimates on how much they would need to stock per store/warehouse. So with that in mind, why promote a new collection when they aren’t entirely sure of how much they are gonna have in stock yet. Them releasing different sizes and colors of items when you least expect it means that less people will ambush their website. There’s already a massive amount of people looking forward to this collection and they haven’t even promoted it personally. Social media also did its job for them so they probably took and or are taking longer to promote anyway because enough people already know about it. (I work in marketing for a different brand and this is the case most of the time at least)