The launch of Balmain at H&M caused scuffles on Regent Street as shoppers aimed to get a bargain.
With queues starting the day before, police were present to keep the crowds calm along with a police car parked on the pavement.
With shoppers ranging from twentysomethings to students in designer hoodies, they queued round the block to get a piece of the trendy Instagram brand by creative director Olivier Rousteing.
Cherrie Stevens, a shopper queuing since 5am, said: “I want the beaded jacket. I’ve never been to an H&M designer launch before, I never do things like this, but this is a once in a lifetime thing – it’s so much cheaper than the catwalk.”
The collection by the haute couture fashion house that was founded by Pierre Balmain in 1945, features items such as an embellished shift for £190, a jacket for £300 or a branded t-shirt for £25.
Just a few hours after the collection launched, items were being sold three times their original price on eBay and shoppers were even selling their goods on the street with high amounts of cash changing hands.
