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People Have Completely Lost Their Minds Over The H&M X Balmain Launch

It basically looks like a zombie apocalypse.

Originally posted on
Updated on

In case you didn't know, the Balmain x H&M collection is a hot new clothing line.

Pascal Le Segretain / Getty

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.

Ray Tang / Ray Tang/REX Shutterstock

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


By the time you get to the checkout everything will be ruined #HMBALMAINATION

People appear to be losing their minds.

Ray Tang / Ray Tang/REX Shutterstock

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.

Facebook: video.php

Within hours, items of clothing reportedly appeared on eBay for FOUR TIMES the price they were on sale for in stores.

Pascal Le Segretain / Getty

The people cannot be appeased.

this chronicle of the madness for H&M x Balmain in London is amazing via @LizziePaton

This is a global meltdown.

It's not just S'pore: In KL, some queue for over 50 hours for #HMBALMAIN collection

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.

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 πŸ˜‚ So crazy!


h&m regent street the police have arrived to get rid of the people who pushed in at the balmain queue

Alan White is a news editor for BuzzFeed News and is based in London.

Contact Alan White at

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