Shoppers in a Frenzy after Launch of Balmain H&M Collection

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Today marks the launch of the new Balmain H&M Collection. Shoppers waited outside stores for hours and went insane once doors opened.

According to TIME Magazine, the collaboration by H&M and Balmain, headed up by 29-year-old fashion darling Olivier Rousteing, has brought some of the designer’s most stylish, exclusive looks (infamously donned by the Kardashian clan and their peers) to everyday Americans.

But just because the collection is now available in stores and online doesn’t mean just anyone will be able to walk in and grab the high-fashion-meets-commercial $549 dress of their Balmain dreams. Just over 50 American stores carry the collection (only a fraction of the 350+ H&M stores in U.S.) and H&M has outlined a strict policy for how many items shoppers are allowed to buy.

According to H&M’s website, you can only purchase “one item per product” from the collection online (so, one pair of shoes or clothes, one accessory, etc.) What’s more, as of 10:30 on this [Thursday] morning, it appeared as if every item was completely sold out online.

While H&M locations around the world have been dealing with crazed shoppers all day, American stores are just opening up. Let the Balmain x H&M games begin.

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