By: Aresell Joseph and Amy Wallace
Haute French designer Balmain collaborated with retailer H&M to create an exclusive collection that hit stores today.
The campaign has generated social media buzz, featuring models Jourdan Dunn, Kendall Jenner and Gigi Hadid.
— Aayush V Kumaran (@heyitssuperboy) October 31, 2015
“We had Balmain at the top of our list this year and we were really happy that they agreed to be a part of the collaboration,” said Emily Scarlett, Communications and Press Manager at H&M Canada.
Coveted pieces include the beaded velvet blazer worn by Kendall Jenner at this year’s Billboard Music Awards.
“The very first version of the jacket that was ever made for Balmain is today in a museum,” said Scarlett. “I think that it’s incredible that now everyone can have a chance to purchase a piece that’s so exclusive.”
The collection features lots of dark hues and embellished pieces.
“It’s really about the perfect statement piece,” said Scarlett.
Balmain x H&M was only available in three stores in downtown Toronto: the CF Eaton Centre, Yorkdale and 15 Bloor Street West (Yonge and Bloor).
Thursday morning at 8 a.m., the doors opened to reveal the new collaboration.
Aren Adamian had been waiting in line since 2 a.m.
“Balmain is one of my favourite designers, and I was really looking forward to this collaboration for months”, he said.
A small portion of the store was sectioned off, and featured clothing and accessories from the collection.
Customers were given wristbands while they waited in line. Each person had 10 minutes to shop.
The scene was what one would expect from a highly-anticipated designer collaboration: a frenzy of fashion fans who were eager to get their hands on items from the limited collection.
Disappointment was in the air, as items sold out within hours.
By approximately 11 a.m., most of the shelves were empty. Only a few clothing items and accessories remained.
“I got nothing so I’m really pissed right now,” said Sarah Ahmed, a disgruntled shopper.
Adamian said he wasn’t able to purchase the items he had hoped to, and said he may return the few items that he bought.