It’s Balmayhem! College Green goes crazy for H&M’s latest collaboration

Expectation has been sky-high – and evidently scores of Irish folk have been only DYING to get their hands on a piece of Olivier Rousteing's talent.


Peek… #HMBALMAINATION @hm @hm_ireland

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Yes, with doors opening at 6pm, lucky VIP invitees have been flocking to H&M's flagship store on College Green in Dublin's city centre for the retailer's high-profile collaboration with label of the moment, Balmain.


@angelascanlon on the decks tonight! #hmbalmaination #balmain #shemazing

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Social media was this evening flooded with snaps of some of the purchases made – as well as the lengthy queues to get in.


2 of balmains biggest fans @hm #BalmainBoys

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Officially for the rest of us, the collection goes on sale at 9am tomorrow in the College Green shop and on H&M's website. Undoubtedly, demand will continue until the items sell-out. 

Elsewhere around the world, the queue to get into H&M's flagship outlet at Orchard Building in Singapore began on Monday, while on Fifth Avenue in New York, lines of shoppers are also well-established by now. 


Two very #HappyBunnies having bagged our #HMBalmaination goodies #eeekkk @abbie.devereux_stylist

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In Sydney, those first in the queue at the Pitt St Mall were being paid hundreds of dollars by eager fashionistas.

As one 19-year-old student there explained to the Daily Telegraph: “I’ve gotten $200 from someone who asked me to buy a dress for them.

“The dress costs $200 and she handed me another $200. People are really desperate for the clothes in the collection but not willing to line up overnight.”


#hmbalmaination @hm

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Oxford Street in London is also already extremely busy, as is the Avenue K store in the Malaysian capital of Kuala Lumpur.


No stock left but at least I'm in #hmbalmaination #balmain @hm_ireland @balmainparis

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Understandably, the hashtage #HMBALMAINATION has been the top trending item in Ireland this evening.