With a hashtag, a star-studded campaign, an equally star-studded campaign music video, show and launch party – Balmain x H&M is inarguably the most hyped collection of the year. In Seoul, shoppers started queuing last Thursday, a whole week before the release. In Paris a queue of over 1,200 people formed, clamouring to get their hands on the collection.

Naturally, as H&M stores around the world opened their doors this morning, carnage ensued (see below). The chaos took place online too and the Swedish retailer’s website crashed. “We have a lot of visitors on the site right now,” read the message on the website. “This is due to the high level of interest in our latest collection.” Our sympathies go out to the retailer’s IT technicians and customer care services. According to various sources on social media, the beaded pieces and t-shirts were the first items to sell-out online.

Many who have got their hands on the collection have already taken to eBay to sell it on for a considerable profit. One embellished dress (worn by Kendall Jenner in the campaign) originally retailed at £299.00 but has already reached the staggering price of £880.00. The women’s leather jacket has reached £1410.00, up from £199.99 – over seven times its original value.

What the hell is going on?