5 Videos of People Absolutely Losing Their Minds Over Balmain x H&M

Do *not* come between these shoppers and their fashion.

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Balmain x H&M, the fast-fashion brand's collaboration with designer Olivier Rousteing, launched this morning worldwide and shit has been bananas ever since. Not only were people already lining up outside stores as early as last night, but when the collection launched online at 8 a.m. this morning, fanatic shoppers promptly crashed H&M's website with their rapidfire clicking and en masse "add to cart." Most items are completely sold out—but, hey, you can always buy them on eBay for nearly quadruple the retail price! 

H&M doesn't often have designer collaborations like this, so when they happen, you'd better believe the stampedes bring their full crazy. Here are some mind-blowing videos of what shopping has been like for the #HMBalmainNation today:

1. The Bum Rush

2. The Dressing Room Tug-of-War

3. The Sprint to the Store

4. The Frustrated Shouting


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The "luxury market" has always benefited from selling lower ticket items in bulk over their flagship products... (Porsche sells waaaay more #Cayenne than #911gt2, #Burberry sells way more scarves and gloves than prorsum bespoke, #Hermes sells more belts than birkins etc). What's interesting is the concept of what luxury really is... I think an aspect of luxury is the exclusivity that comes with having a fine tailored good that has taken weeks, months, sometimes years to make. These products might not be readily available, might not come in your size, and usually personalized. I feel (this is my opinion) that when you are trying to capitalize on selling to the masses, you're no longer the purveyors of luxury/exclusivity you're selling a name. I'm all for free market and people should be able to do what they please with their money, as should companies be able to decide what to bring to market. But (at least with higher end goods) I would hope the craftsmanship that goes into a bespoke trench coat from Burberry, for example, is not sacrificed if the brand was to start licensing its name to #tjmaxx.... If the quality did drop below a certain standard I wouldn't be able to associate that brand with superior craftsmanship anymore. But anyway this is a long rant. It's going to be cool to see all the tasseled up Michael Jackson zombie clones rocking #hmbalmaination for a couple of months. #brandomthoughts

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Didn't get your Balmain x H&M today? Just remember this:

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