scorecard
  1. Home
  2. Retail
  3. I waited for hours outside H&M to be one of the first to shop Balmain's sold-out line

I waited for hours outside H&M to be one of the first to shop Balmain's sold-out line

Molly Mulshine   

I waited for hours outside H&M to be one of the first to shop Balmain's sold-out line
Retail1 min read

balmain

Getty Images

A shot from the collection's Vienna launch on Thursday morning.

Music fans have festivals. Theater kids have Broadway. And fashion junkies have designer collaboration launches.

In recent years, it's become more and more common for major designers to collaborate with mainstream retailers like Topshop, H&M, and even Target. As the trend continues to pick up steam, launch events for these reasonably-priced collections are becoming more and more packed.

So when it was announced that Balmain - a trendy French label beloved by the Kardashians - was designing a collection with H&M in May, fashion lovers practically started pitching their tents outside their local H&M then.

Since Balmain is especially beloved by the social media generation, this collaboration's been even more buzzed-about than H&M's Alexander Wang collection last year. It was clear that the launch would be a huge event. So I decided to wake up at 4 a.m. and try my luck waiting in line for the collection.

Read on to see how it went.

READ MORE ARTICLES ON


Advertisement

Advertisement