Fashion fans queue overnight for exclusive Balmain & H&M collection in Dublin
Savvy shoppers queued overnight on College Green to be the first in line to purchase pieces from the BALMAIN x H&M collection.
Fashion-lovers braved the rain and cold weather outside the H&M flagship store to bag the design house's signature embellished pieces, for a fraction of the cost.
"I've been here since 4am," said Christine Kelly from Griffith Avenue.
"It was a bit nippy and damp but it actually flew in, it wasn't too bad.
"There were a good few people here already and we just sat here. We all had a bit of a chat, everyone got to know everybody - we made friends," she said.
"We may not be friends when we get in there," joked fashion blogger Stephen Levins.
"I've been here since about 5am. The adrenaline is kicking in but when we walk out of here, we'll be fit for bed," he added.
A wristband system was put in place and from 9am, groups of 20 were allowed inside the store to purchase five items from the limited edition Balmain collection - one item of each style. They only had 10 minutes to shop before they were asked to leave the store and the next group was ushered in.
Friends Sam, Kinga and Azziz were due inside at 10.50am but were fearful that the coveted items would sell out before their allocated slot.
"Yeah it sucks. It's kinda depressing," said Sam.
A group of budding fashionistas flew in from their hometown of Birmingham to be in line for the launch.
"We flew in late last night and have been here since 3am. We're flying back home to Birmingham at 3.30 this afternoon so we're literally just here to shop," said one.
"We figured the queues in Dublin would be less manic than Birmingham."
Loved by celebrities and the super-rich, the luxurious Parisian designer brand is famous for its detailed embellishments, bold embroideries and sleek modern silhouettes.
Popular items for sale include an emerald sequin-embroidered dress, priced at €159 and a black velvet dress with braiding for €199, which many feared would sell out.
One happy shopper emerged from the store proudly displaying her purchase: a tailored velvet green jacket, made famous by Kendall Jenner.
"I didn't even check to see if the jacket fit, I was afraid that someone else would take it if I dawdled. It was €399 and I've been queuing since 3.30am but I'm so happy," she said.
"I shouldn't brag though, I rang in sick to work so that I could be here," she added before rushing off.