Fashionistas line up overnight for Center City Balmain x H&M debut

For names like Balmain, Stella McCartney, Isabelle Marant and Versace, collaborating, once seen as a risk that could cheapen the brand and jeopardise exclusivity, has drawn in new consumers and piqued interest, admittedly from a lower price point, into the brands’ world. In London, a fight broke out in front of an H&M store, as overzealous shoppers clamored to get their hands on one of the collection’s pieces.

Shoppers line up outside the H&M store at 13th and F streets NW near Metro Center. “The Kardashians wear it, a lot of celebrities wear it, and he is a really famous designer of high-end clothes”, said Shannon Johnson, Tracy resident.

A wristband system was put in place and from 9am, groups of 20 were allowed inside the store to purchase five items from the limited edition Balmain collection – one item of each style. The collection is also on sale at H&M’s Ion Orchard store.

If you’re fearless enough to risk battle over the embroidered garments in stores, go in knowing that you won’t be able to walk in and peruse freely. The color will determine when it’s your turn to shop the designated area, where you’ll have 15 minutes to make your selections.

H&M’s website crashed for several hours today as shoppers tried to snap up a piece from its highly-anticipated collaboration with Parisian label Balmain. As of 10 a.m., all of the collaborative collection’s womenswear, menswear and accessories were sold out online.

“The launch was a true reflection of the Balmain x H&M collection, full of energy, positivity and glamour”.