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Dublin: 16°C Monday 15 August 2022

Here's why loads of Irish people were queuing up outside H&M this morning

It’s got a little something to do with Balmain x H&M.

IF YOU WALKED up Dame Street this morning, you probably noticed a sizable cohort of people queuing up outside H&M on College Green.


IMG_1623 Source: Amy O'Connor/

There were cordons, men in high-vis jackets and wristbands.

So what’s the story?

They were queuing up to get their mitts on Balmain x H&M, a collaboration between H&M and Parisian fashion house Balmain, that officially went on sale this morning.

IMG_1625 Source: Amy O'Connor/

For those not in the know, Balmain is frequently worn by the Kardashian clan and other celebs, which might go some way to explain the insane demand for the collection. (Sure, aren’t Kendall Jenner and Gigi Hadid the faces of the whole thing?)

Here’s its creative director, Olivier Rousteing, with Kim and Kourtney Kardashian.

I LOVE U❤️ CELEBRATION ❤️ #OnenightinLA #friendshipneverends #love #reunion #magicnight @beatsbydre Source: olivier_rousteing

The collection went on sale in store and online at 9am.

Those who queued up in the November doom and gloom were given wristbands guaranteeing access at certain times.

When we arrived at 8.45am, H&M employees were doling out wristbands guaranteeing access at 11.05am, although customers were advised that the collection would likely be sold out by then.

#HMBALMAINATION #hm #Balmain #fashion #polishgirl #friends #nightout #dublin Source: kikakamika

Last night, a selection of Irish VIPs were given the chance to shop the collection before everyone else.


Madness at Balmain X H&M launch. #autumn #galpals #balmainnation Source: eimearhannon

Queue starting for #hmbalmaination preview with @image_magazine @hm Source: taradoll74

Rosanna Davison was there.

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#hmbalmaination Source: rosanna_davison

And Angela Scanlon DJ’d at the event.

Pieces from the collection retail from £59.99 (€84.95) to £349.99 (€495).

But good luck trying to get anything as this is what the H&M website looks like right now.

h&m Source: H&M


Written by Amy O'Connor and posted on

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