Fashionistas queue overnight for designer clothes collection
Brave shoppers queued overnight to be the first in line to purchase clothes from a new designer collection.
The Balmain X H&M collection is a highly anticipated collaboration between the popular Scandinavian high street store French label, favoured by the Kardashian family.
"I've been here since 4am," Christine Kelly from Griffith Avenue in Dublin told the Irish Independent.
"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.
A wristband system was put in place a the H&M store on College Green and from 9am, groups of 20 were allowed inside the store to purchase five items from the limited edition collection - one item of each style.
Customers only had 10 minutes to shop before they were asked to leave and the next group was ushered in.
A group of shoppers even 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," one lady said.
"We're flying back home to Birmingham at 3.30 this afternoon so we're literally just here to shop. 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 a purchase: a tailored velvet green jacket, made famous by Kendall Jenner.
"I didn't even check to see if the jacket fits, I was afraid that someone else would take it if I dawdled," she said.
"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.
It is not the first time H&M have collaborated with high-end designers; the store has launched collections with Lanvin, Givenchy and Tom Ford.