Swedish high street retailer H&M is stepping out of the age of affordable basics. Welcome a new generation of bold, breathtaking haute couture.
The new line comes as a result of H&Ms designer collaboration with luxury Parisian fashion house Balmain. Expect exquisite embroidery, bold embellishments and striking silhouettes. Launched on the 5th November and will be available in 260 H&M stores worldwide.
The fast-fashion empire spans 61 countries with over 3,700 stores worldwide. Fashion fans flew to London for the release to try and get their hands on the precious collection.
People began queuing outside the Regents Street branch of H&M from as early as 10.30pm the day before. Queue reportedly stretched to around 3am, with over 500 people believed to have slept outside.
As opening time drew closer, there were estimated to be around. Up to 3000 people waiting come opening time. Eventually, leading to police involvement as store securities were unable to control the crowd.
Within 3 hours stocks ran out and pieces were sold online at elevated prices. Due to the crowd control issues in London, some stores opened late resulting in a surge of people trying to access the website which caused the site to crash.
People were conducting live auctions in the street. Items they had simply grabbed and purchased for the sake of selling on at an elevated price. The dramatic advertising campaign was led by Gigi Hadid, Jordan Dunn and Kendall Jenner. All set to appear in the next Victoria’s Secret fashion show.
“When you wear Balmain, you feel powerful, like a warrior of the world. Balmain is about traditions and techniques, but it is also about youth and the new generation.” – Olivier Rousteing, creative director of Balmain.