Words by Nicole Thomsen
November 5th, 2015
Today marks the release of the long awaited Balmain x H&M collection. The highly anticipated collaboration went on sale to the public at 9am this morning, and as I write this at 4pm almost everything has sold out. Impressive. Or is it? The selling out of a product on the high street is normally a tell tale sign that the brand has hit the nail on the head and produced a must-have piece for your wardrobe. But can the same be said for these designer/high street partnerships?
I was lucky enough to attend a pre-launch event last night to celebrate the collection and purchase the coveted pieces before their official release. The only word to describe the frenzy that went inside the doors of the H&M flagship store on College Green was manic. Customers swooped up everything they set their eyes on, regardless of size and if they actually liked the garment. The chance to own a piece with the lucrative Balmain name on it at high street prices was enough for some. Who cares if it fits?
Of course, the other possibility for the sell out is bots. Tech savvy resellers are creating plugins that save time in placing an online order by having bots add the items to the shopping cart the moment a limited edition collection goes on sale with their preferred size, shipping and billing address details already filled in. They then go on to resell these pieces on sites such as eBay for double, triple the original price, making a nice profit for themselves along the way. Resellers know how coveted these pieces are and just how much a true fan is willing to pay to get their hands on them.
I do wonder just how many people would buy these pieces if it lacked the Balmain name on the tag. While the luxe glamour of Olivier Rousteing’s designs aren’t quite my style I do see the appeal of many of the pieces in the collection as go-to outfits for a night out, and yes, I did have my eye on the velvet blouse in silk blend. But at €80 for something I’d only wear on a few rare occasions I decided against forking out for the name. Plus, I couldn’t get my hands on one last night.
Were you one of the lucky ones who managed to secure a bit of Balmain? Tell us in the comments below and check out our top 10 pieces (just incase you want to find them on eBay).
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