Shoppers have queued for hours to purchase items from the sought-after Giambattista Valli x H&M collection.
Bosses at the Swedish retailer announced in May that they were teaming with the Italian designer on a capsule collection, with the line including fresh takes on Valli's signature tulle dresses, gemstone-studded cardigans, ruffled tops, and embroidered coats.
The range went on sale online and in H&M boutiques on Thursday morning, with keen fans lining up around the block to get their hands on their favourite pieces in London.
"Every year I amaze myself with how quickly I can get up & to the Tube station when it involves @hm designer collabs...," one user wrote on Twitter.
But while the red tulle dress Kendall Jenner models in the campaign sold out almost immediately, others were disappointed to miss out on their other top choices.
"In the queue since 7:50 and everything's out of stock??!! How is that literally possible?" another asked.
At present, a number of pieces are still available to buy on the H&M website, though the short pink tulle dress, a sparkly minidress, a black ballgown with a sheer top, and black belt with lip motif are out of stock. Clothing and accessories are priced between $16 - $386 (£12.99 - £299.99).
Speaking about the partnership ahead of the launch, Valli commented, "I am excited about this collaboration: H&M gives me the opportunity to bring my vision of style and my celebration of beauty to a wider audience. The goal is to share my love for beauty and to be able to be part of everyone's 'happy moments', to help create love stories all around the world."
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