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Dublin: 13 °C Sunday 22 April, 2018
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Loads of people queued outside H&M in Dublin this morning to get their hands on designer gear

The store’s collaboration with the brand Erdem has caused just a bit of chaos.

IF YOU WERE passing through Dublin city centre this morning, you may have spotted a lengthy queue forming outside the H&M on College Green.

queue Source: Twitter/Ronan Bennett

What are they all up to? Well, they’re trying to get their hands on the store’s latest designer collaboration with London label Erdem, which went on sale this morning at 9am.

The brand is known for its girly, floral designs, and is a favourite of celebrities like Kate Middleton, Keira Knightley, and Emma Watson.

The H&M gear is very pretty indeed (look at that COAT):

Erden x H&M Los Angeles Event - Arrivals Source: SIPA USA/PA Images

Erden x H&M Los Angeles Event - Arrivals Source: SIPA USA/PA Images

Erden x H&M Los Angeles Event - Arrivals Source: SIPA USA/PA Images

As you might have guessed, there’s a lot of excitement around it – and some Irish shoppers have been up and at it since 6am in the hopes of getting the best bits.

The fervour for these collections means that H&M enforces a strict rule: Customers are only allowed to purchase one of each item from a collection, presumably to stop the clothing being re-sold online for obscene amounts (it’s already happening, however).

People who decided to get around the whole queuing malarkey by shopping online were quickly greeted by this screen announcing a ‘fashionable wait time’:

erdem Source: H&M

You have to be committed if you want a piece of that designer pie. Maybe next time?

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