In case you didn't know, the Balmain x H&M collection is a hot new clothing line.
It's the work of Balmain creative director Olivier Rousteing, whom the New York Times described as "A social media maestro and the selfie-made star of Paris fashion with 1.6 million followers on Instagram."
The paper says he has "whipped up an online frenzy in the weeks preceding the unveiling with the help of celebrities such as Rihanna, Kylie Jenner and Gigi Hadid."
Anyway, it launched this morning. And in Britain, it's fair to say there has been carnage. The Guardian reported that there were scuffles outside the Regent Street store.
These videos are unverified, but have been widely shared around the internet.
Jus Rode Past H&M its Tooooo Lit!!!! Line around the block for that Balmain smh
And they look like scenes from The Walking Dead.
H & M Balman, did anyone get anything? I didn't even bother
Nightmarish.
By the time you get to the checkout everything will be ruined #HMBALMAINATION
People appear to be losing their minds.
Elsewhere around the world, there are similar scenes: People reportedly slept on the street for three nights in Singapore.
The H&M Balmain queue in Amsterdam is long.. #fb
In Warsaw, it looked like this.
Within hours, items of clothing reportedly appeared on eBay for FOUR TIMES the price they were on sale for in stores.
The people cannot be appeased.
this chronicle of the madness for H&M x Balmain in London is amazing https://t.co/x7P2f2lIVd via @LizziePaton
This is a global meltdown.
It's not just S'pore: In KL, some queue for over 50 hours for #HMBALMAIN collection https://t.co/kbZagr2m7s
And now THE WEBSITE IS DOWN people. Not a drill.
Reaaaallllly mad i want some balmain shoes and I can't even get on the site 😩😩😩
It's hard to know what to say about this sort of thing.
Ban milennials. https://t.co/dyFLfsNSnc
Because it's rather hard to process.
The queue that stretches across Oxford Street, sadly, isn't for my long awaited mixtape :(
Lives have been ruined.
Everything HM X Balmain is sold out and now my life is ruined
Seriously ruined.
my family died in the great h&m balmain riots of 2015
While other people are just laughing a lot.
I'm dying at all these H&M videos of the Balmain madness... People are scavengers 😂 So crazy!
Amazing.
h&m regent street the police have arrived to get rid of the people who pushed in at the balmain queue