Donatella Versace hit Regent's Street this morning to greet shoppers and launch the hugely-anticipated Versace for H&M collection in person.
Designer style: Donatella Versace arriving at H&M on Regent's Street this morning. Photo: Rex Features
The designer - in a hot pink dress and studded leather jacket from the H&M collection - was met by crowds of eager fashion fans queuing down the road (and round the corner!) - keen to get their hands on one of the high-end-meets-high-street designs, with some having slept overnight.
The frenzied shoppers were controlled by 10-minute shopping slots and a wristband system, to prevent complete chaos breaking out, while H&M staff kept those in the queue happy by handing out samples of Versace fragrances.
Donatella showed off a fitted version of her self-designed high street frock, before indulging in some shopping! Photos: WireImage
As well as being available to buy in-store, shoppers also had the chance to get their hands on the collection online from 9am this morning - or so they thought. The H&M website crashed under the strain of all the traffic, unable to cope with such high public demand.
Fashion fail: The H&M website has crashed thanks to the number of people attempting to shop this morning. Photo:H&M
The site experienced technical difficulties all morning, and by the time it was up and running again post-lunchtime, the vast majority of dresses and accessories had already sold out.
Were you lucky enough to buy anything? Do you even care? Let us know in a comment below.
In the meantime, see what all the fuss is about by flicking through our lookbook of the complete collecton: