Collection chaos: H&M Balmain collection sells out within hours, pops up on eBay

6 Nov 2015 | Author: | No comments yet »

Barmy for Balmain: H&M shoppers go crazy for French designer’s cut-price couture.

The latest collaboration between a high-fashion designer and a low-price retailer produced long lines at H&M stores around the world, while online shoppers complained they couldn’t get on the chain’s website before most items from its new Balmain collection were sold out. The Balmain x H&M collection attracted thousands of shoppers across the globe who checked their manners at the door as they swarmed into stores to get their hands on the new merchandise. Shoppers camped outside the H&M store in Sydney’s Pitt St Mall for more than 24 hours prior to the collection’s launch yesterday morning, determined not to miss out on the range. And let Us tell you: If you think the world was already making a big deal out of the limited-edition capsule (modeled by Kendall Jenner and Gigi Hadid), just go ahead and watch this wild video.

The 30-second clip shared on YouTube by My Star News featured what appears to be tens of dozens of die-hard Balmain fans, standing outside an unidentified H&M store until its doors finally open — and then the real chaos begins. Shoppers vented on social media, including Twitter and Facebook, where some gushed about the new offerings and others griped that H&M’s website had stalled when they tried to visit. A Twitter account for H&M stores in the United Kingdom offered apologies, saying: “The interest for this launch has exceeded all collaborations and we’re truly sorry for those not being able to shop.” In an emailed statement, a spokesman for Hennes & Mauritz AB added: “In those markets that have launched the collection the major part of the items are sold out, but there can still be returns in the following days.” The Swedish chain had heavily promoted its collaboration with Balmain and its 30-year-old creative director, Olivier Rousteing, whose designs have been worn by wealthy celebrities Kim Kardashian and Kanye West. Considered a rising star in the fashion world, Rousteing was recently profiled by The New Yorker magazine and has more than 1.6 million followers on the photo-sharing site Instagram.

Other low-price clothing chains like Target, the Gap and Kohl’s have had successful partnerships with well-known, upscale designers, producing limited collections of lower-cost items for aspirational shoppers who otherwise might never be able to afford those labels.

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