Olivier Rousteing should have hired an actual Balmain Army for his H&M collaboration launch.
The Balmain creative director’s fast fashion collection — modeled and promoted on social media by top models like Gigi Hadid and Kendall Jenner — hit stores Thursday morning, with trendsetters and resellers camping out for days to score his $549 beaded jackets and $149 body-con dresses.
But once the doors opened, things turned ugly real fast.
Instagram videos show shoppers at an unidentified H&M store sprinting in stilettos and clawing to snap up items.
And at H&M’s Regent Street shop in London, fights broke out in the midst of a line of more than 3,000 people, according to reports from the Guardian and the New York Times.
The collection is already sold out in stores and online. But fear not: Balmainia has made its way to eBay. A green sequin party dress Jenner wore in the ad campaign is available for $500 — a whopping $300 more than the original price.
