H&M Balmain Collection Sold Out In Mere Minutes: Here’s Why

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Gone in 6 minutes.

That?s how fast Balmain?s line for H&M disappeared from the shelves of an LA store the same day the collection was released.

Since the announcement of the collaboration between the French luxury brand and the international retail giant back in May, fashionistas have been eagerly anticipating the fabulous garments from Olivier Rousteing, Balmain?s creative director.

Rousteing joins the roster of noted designers who have created collections for H&M such as Alexander Wang, Isabel Marant, Versace, and Karl Lagerfeld.

Made up of over a hundred garments and accessories, the collection features Balmain?s signature look of heavily embellished jackets, ornate mini-dresses with hand-sewn beads, embroidered and sequined tops, and quilted overalls. Model muses Kendall Jenner, Gigi Hadid and Jourdan Dunn are the faces of the campaign and have been wearing pieces from the collection for months, fueling the anticipation.

?I think the concept for H&M x Balmain is putting the couture in the stores. It?s a really rich and strong collection that is infused with the Balmain DNA. It?s richness and French, and it?s inspired by pop culture and the glamour that Balmain is known for?while keeping the quality of course!,? said Rousteing in an interview with Yahoo Style.

When the collection was made available online at 8 a.m. EST on November 5, H&M?s website crashed due to massive traffic.

Eager shoppers reportedly camped outside certain H&M stores days?before the collection dropped and some Twitter users captured the moment store doors opened. It was no less than frenzy as people literally screamed and stampeded just to get their hands on a Balmain item.

Joe Zee, noted fashion stylist and former ELLE creative director, posted a photo on Instagram from H&M?s Sunset Boulevard store.

LA, I salute you. 6 minutes into the #balmainxhm shopping event and there's 1 thing left.

A post shared by Joe Zee (@mrjoezee) on

Some shoppers were there?solely?to buy the limited merchandise so they could earn a profit. Proof is the number of new listings on eBay with the coveted items from the collection at sky-high prices. An example is the black and white beaded dress popularized by Hadid. Its original costs is $649 but is now being sold on eBay for as much as $1,650.

As pointed out by one Twitter user, it?s actually more practical to buy real Balmain than the collab pieces.

Did you get to buy a piece from the collection? Share your experience in the comments below.

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