prices, at H&M.
The limited-edition collection, which has seen huge marketing prowess with its quirky OMG video, went on sale in 200 stores worldwide on today, after a pre-launch on Saturday in the United States and Canada.
Queuing in their droves, fans were desperate for the cut-price couture, proving this collaboration may be H&M's most successful to date.
H&M is famous for its collaborations, having previously paired up with Karl Lagerfeld, Jimmy Choo, Stella McCartney and even Madonna.
Witnesses reported llengthy lines of customers being ushered into the Lanvin pen in groups where they were given a limited amount of time to shop.
And shoppers had to choose their purchases carefully. With dresses averaging around £100 each and no time to hit the changing rooms, the last thing shoppers wanted to know was that you can only buy one of each item. Lets hope it all fits!
Those who missed out on must-have pieces or were short of cash are hoping the opposite for thise lucky few though. An over-flow of unsuitable returns are expected to arrive back at stores this weekend so expect more queues after Friday.