H&M scored another knockout blow to the likes of GAP with its ludicrously desirable H&M Balmain collection. The Balmain partnership reportedly caused fights on the street outside the retailer in London. Enterprising types following the “early bird gets the worm” truism were swiftly reselling their stock on eBay at massive markups reaching into the thousands of dollars. Why the retail rampage for Balmain, a century-old French fashion house?
It could be the rich history of the house, which was a favorite of style icons Ava Gardner and Brigitte Bardot. But it’s really due more to Instagram-style contemporary promotion of the Balmain brand by the newer houses of Kardashian and Jenner. Head designer at Balmain Olivier Rousteing announced the H&M partnership at the Billboard Music Awards last Spring with models Jourdan Dunn and Kendall Jenner beside him. Ms. Jenner has 40 million followers on Instagram.
— Kierra Liew (@KierraLiew) November 4, 2015