Topshop and Beyoncé launched a new fitness fashion line, Ivy Park, to much fanfare today.
The singer co-owns the clothing range with Topshop owner Sir Philip Green, and is also selling it at other retailers including Selfridges and Net-a-Porter.
In the run-up to the high-profile launch, Topshop draped gigantic posters of Beyoncé on its Oxford Circus store to drum up interest, and Ivy Park got its own Facebook and Instagram pages.
Amid all the hype, BuzzFeed News went along to Topshop's flagship store on London's Oxford Street at opening time to see whether fans were crazy in love with the new range.
These were the scenes at 8:20am, with approximately 10 people queueing to get in when the doors opened.
One of the hardcore fans had travelled in from Kent and had been outside since 7:30am.
Two dancers from Harrow and Brixton arrived at 8:30am – they said they had waited weeks for the new collection.
By 8:58am, two minutes before opening time, at least two dozen people were getting revved up by the dancers, who performed to Beyonce's hit "Formation" in the Topshop window.
As the show went on, BuzzFeed News counted at least 50 people crowding around.
Some were commuters, visibly pissed off that the throngs of people were delaying their journey. Some worked for Arcadia, which owns Topshop. And others were just hoping they might catch a glimpse of the megastar.
"I just came here to see if Beyoncé was here," one commuter told BuzzFeed News.
"I've seen more people queueing round the corner for the tube," he quipped, strolling off.
Some people were singing along heartily.
And then at 9am it was time for security to open the doors.
"Nice and calmly, nice and calmly," one doorman instructed people as he ushered them in one by one.
And then by 9:01am everyone was in.
There were free drinks made with cocoa and almond milk, and lots and lots of Topshop employees standing there while shoppers were looking at the clothes.
Some of the leggings were priced at £99, which one megafan agreed was a bit steep, even if Beyoncé did design them.
Meanwhile, online, people were going mad for the range and #IvyPark was trending on Twitter, with over 15,000 tweets.
Lots of fans from around the UK were very excited they'd been able to get their hands on the clothes. Some had got up extra early to order online or head to their local Topshop to avoid disappointment.
when you got an #IvyPark hoodie at 5.30am this morning online and now you're just like 😊 watching the panic
So me & @elliejadeward sacrificed our layins to go to @Topshop Plymouth for the #IvyPark launch 💪🏼 #QueenB @Beyonce
Some were freaking out a bit about their orders when the Topshop site went down temporarily this morning.
When you spend an hour of your life trying to process your payment on @Topshop for #IvyPark 🙃🙃🙃🙃🙃🙃🙃🙃🙃🙃🙃🙃 and it's still not working 🙃🙃🙃🙃🙃🙃🙃🙃
Getting my Formation World Tour tickets was less stress than purchasing #IvyPark 😫 @Topshop
But mainly people were just loving Beyoncé and worrying how they'd get through the rest of the month with no money left, having spent it all on Ivy Park clothes.
Beyonce taking my money but I dont mind 💁💁 #FormationWorldTour #IvyPark
Goodbye money, #IvyPark has you now 😍
Beyoncé's new Ivy Park collection launched at Topshop today and my bank account is screaming in fear 💷 #athleisure #ivypark