It’s the most eagerly anticipated designer/high-street collection of 2013.
So it comes as no surprise that H&M’s collaboration with Isabel Marant has caused something of a frenzy amongst budding shoppers.
The site buckled under the strain this morning and has been down ever since – the worst news for fashion fans.
And it seems shoppers took to Twitter to vent their frustration as Isabel Marant was trending on the micro-blogging site this morning.
'How very #British!! [sic]' wrote the team behind Storm Models on Twitter as they expressed their frustration at not being able to shop the designer collaboration.
— StormModelManagement (@StormModels) November 14, 2013
And it seems those that did make it onto the H&M website were pretty peeved at the lack of stock available - in particular the money-can't-buy fringed boots and beaded jacket.
Cosmopolitan magazine stylist Laura Puddy was 'gutted' that she couldn't get her hands on the Parisian inspired fringed booties.
She could try making her way down to one of the H&M's stores that are stocking the range - but maybe steer clear of the Kensington branch.
Fashion Foie Gras witnessed shoppers queuing around the block to get their hands on the collection.
For those shopping #HMIsabelMarant this morning... Don't head to Kensington high street. Hundreds already in line around block.— Fashion Foie Gras (@fashionfoiegras) November 14, 2013
Maybe steer clear of central London as well as shoppers stocked up on the range at H&M's Oxford Street and Regents Street stores.
But it seems not everyone up at 5am to shop the collection were there for the right reasons as some admitted they're hoping to sell them on for cash.
"We've been here since 5.30am, and we plan on buying then selling," Emily Williames told Vogue.co.uk.
"There are no restrictions on how much you can buy today, so we'll buy as much as we can this morning and will hopefully make around £2,000 from it."
H&M x Isabel Marant has been spotted on celebs including Rosie Huntington-Whiteley and Sienna Miller in the run up to the launch so it's no wonder people are going mad for it.
However, with prices including £80 for a cardigan and £150 for a pair of boots, we might be sticking to Kelly Brook's collection for New Look instead.
Have you shopped Isabel Marant for H&M? Tell us on Twitter now.
So how does the Isabel Marant for H&M collaboration compare to other high-profile tie-ups?