Why are people queueing outside H&M in Dublin?

It looks like the Swedish retailer has a hit on its hands...

Why are people queueing outside H&M in Dublin?

Via @SorchaHeron

Queues have been forming outside H&M stores around the world as the brand's limited-edition Balmain x H&M collection launches.

Dublin's Spin 103.8 captured the scenes outside the flagship Irish store, less than an hour before it went on sale.

Local media in Singapore, where the range went on sale over-night, report that fashionistas queued for three days to make sure that they didn't miss out.

The collaboration between Balmain creative director Olivier Rousteing and the fast fashion retailer offers a slice of the Balmain range at a fraction of the normal price.

H&M's Irish site dedicated to the range crashed this morning as it struggled to deal with high levels of traffic.


The clothes can only be purchased through this site, and in the central Dublin store.

The range is dominated by bold prints and gold embellishments. While the pieces are below Balmain's normal prices, some individual pieces cost more than €500 marking a departure from H&M's traditional low-cost model.