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Balmain designer Olivier Rousteing turned his own personal social media into a hype machine for the brand, to the extent that The New Yorker dubbed him "Balmain's Instagram King." He also spoke at length before the collab about how he wanted to team with H&M to make his talents more accessible to the average shopper.
So it's no wonder perhaps that empty-handed H&M x Balmain shoppers are voicing their frustrations on Rousteing's Instagram account. Here are a selection of a few of the saddest and angriest comments of the 860 comments and counting on his H&M post, with the truly offensive and terrible ones excluded.
"Waited in line since 5am and all that was left were bandeaus."
"I spent my entire morning there for nothing! All I wanted was a dress, tshirt, and a beanie! Because I loved everything!"
"I'm so hurt. I've been waiting for this forever. Been literally stressing myself out everyday over this collection. My 25th birthday is Monday & it was literally all I wanted !! extremely depressed that I couldn't get anything! Please release more!!!"
"Dear Olivier, we did not get a chance to "be a part of the dream and be worldwide Balmain Army". The shopping time was very small. And everything was sold out. You could have insisted to @hm that the collection be around for at least a week. It was literally still exclusive, just like the real Balmain. Oh and PS, I think you should leave Balmain and start your own company ❤️❤️❤️"
"I've literally been waiting months for this. I asked for the suede jacket as an early graduation present and I've literally been counting down on a special calendar. I waited up even though I had a midterm and I actually SKIPPED MY EXAM trying to get onto the crashed site. I put a lot on the line for this. PLEASE RESTOCK. I kid you not, I cried for an hour. I've been waiting too long for this. I'm begging you to restock. I was totally fine with jeopardizing my grade and missing my final, but it was all in vain since it's all sold out @olivier_rousteing"
"Ugh I just want that fucking khaki green dbl-breasted military jacket. I deserve it. Soooooo wave that magic wand of yours and make it happen. The whole hm.com site crashing is bs and unacceptable."
"Balmain = Ebay's biggest brand. Congrats @olivier_rousteing for turning Balmain into a joke and also being a massive douche lord"
"What a fucking joke!!! Why would he just make two pieces and totally screw people. Like I really don't get the point! Just trying to prove something to himself I suppose. @sskomari23 the dumbest shit I've ever seen."
"Excuse me Oliver I was unable to purchase any items after 6 hrs of queuing. I would appreciate it if u restock some items or send them to me directly!!"