Shoppers crushed at Balmain x H&M launch

People enter H&M in Florence, Italy. Photo / Getty Images

Bargain hunters brought mayhem to town centres after exclusive fashion label Balmain launched a limited cut-price range at high street store H&M.

Fights broke out and police had to be called to some branches on the first day of sales for the normally highly expensive French fashion house's range.

People enter H&M in Florence, Italy. Photo / Getty Images

What should have been a coup for Swedish retailer H&M turned ugly as shoppers, some of whom had lined up overnight, lost patience with the queues and tried to push their way into outlets.

Some lucky shoppers managed to buy a much-coveted item by the label - which has been made popular by celebrities such as US reality TV stars the Kardashians - caused further chaos by auctioning off their purchases to the highest bidder on the pavements outside. Others later sold their buys on eBay for far higher than the original price.

People wait to enter before the Balmain X H&M Collection Launch in Paris, France. Photo / Getty Images

And customers who thought they could beat the chaos by shopping online were thwarted when the company's website crashed. By the time it started operating again, many items had already been snapped up.

Among the worst scenes were at the chain's flagship store in London's Regent Street. One policeman said it was "chaos". A scuffle broke out early in the day and the officer warned shoppers to move back as those at the front were being crushed. Freelance writer Rain Renmerchant, 36, said: "We watched a fight break out at 9am. People were frightened.

"The security has been a shambles. They were just waiting inside for the police to arrive. They were scared of the crowds." Staff at the nearby Oxford Street store seemed similarly unable to control the crowds.

Fashion student Tanya Skaf, 21, said they were "dreadful". But she managed to scoop up a dress for £100 (NZD$230) and sold it £200 (NZD$460) outside the shop. The daring range, which features lots of gold, sequins and shoulder pads, was far cheaper than Balmain's normal prices, where an item can cost more than £5,000 (NZD$11500) - but was still expensive compared to high street prices.

Among the most popular pieces were a green sequined mini-dress at £119.99 (NZD $276), which was listed for £310 (NZD$714) on eBay last night, and £119.99 "military-feel" rope-design sandals. A £399.99 (NZD$900) embellished dress doubled in price on eBay to £800 (NZD$2075), with the seller boasting it was a "piece of fashion history".

H&M apologised for the chaos and the problems with its website, saying demand exceeded all expectations.

- Daily Mail