Hundreds of shoppers queued overnight outside H&M stores in London for the launch of its eagerly-anticipated collaboration with French fashion house Kenzo.
Online shoppers hoping to snap up pieces from the collection, which went on sale at 9am this morning, were faced with an error message informing them of a “fashionable waiting time”.
The retailer declined to give early sales figures for the range, but said demand had “surpassed all expectations”.
Logo jumpers, a pinafore dress and men’s leather bomber jackets were among the most popular items bought by UK shoppers, it said.
Pieces from the collaboration were being sold on eBay at inflated prices hours after it launched. One folk dress that retails at £149.99 was being sold for £300.
The Swedish retailer has previously collaborated with Stella McCartney, Karl Lagerfeld and Balmain.