Savvy eBay sellers are cashing in on demand for H&M’s Simone Rocha collaboration by charging buyers up to FOUR times the price – while shoppers said they were struggling to access the collection online.
The label, which was launched by 2010 by the Irish designer, who lives in London, is famed for delicate tulle dresses, tartan tailoring and sparkling jewellery with pearl embellishments in a poetic colour palette of cream, pink, red and black.
The limited edition line, which went on sale at 8am today, is quickly selling out, with desperate shoppers taking to Twitter to express their angst over buying the pieces.
Others expressed aghast after the pieces quickly appeared on resale sites such as eBay for more than four times their original price.
Shoppers have been left gutted as they desperately tried to get their hands on H&M’s collaboration with Kate Middleton’s approved dress brand Simone Rocha
Accessories in the affordable collection included embellished headbands, while other pieces include sheer black maxi dresses
Dresses have quickly appeared on resale sites like eBay at massively inflated prices (pictured left, a £79 dress being resold for £380, and right, the £149 gown priced at £400 on eBay)
Shoppers said they were stuck in a virtual queue as they attempted to buy the gowns, while others saavily bought the gowns and uploaded them to Ebay at a higher price (pictured, listings for the £139 gown)
One angry shopper wrote: ‘I’ve been in the virtual queue since 7am. Such a shame ordinary people can’t buy this beautiful, so called ‘accessible’ collection. Only available to bots and bloggers.
‘Already on eBay for £450 and upwards.’
Another commented: ‘Good morning to everyone except to the H&M x Simone Rocha collab who decided not to show up apparently.’
For women, there were tulle dresses in pinks, tartan and classic black, as well as special fil coupe floral dress, with full puff sleeves, and day dresses in organic cotton with broderie anglaise detailing.
The Duchess of Cambridge has also long been a fan of the designer, having worn a pair of Simone Rocha crystal earrings to attend a garden party in 2017
For outerwear, there were classic trenches, and, as is signature in Rocha’s collection, a special pink coat, here in sparkling tweed.
Apron tops and dresses in tulle can be layered over other items; from slim dresses, to check trousers and short cloque dresses.
There were cosy bubble knits, and wool cardigans with pearl decorations around the neck.
Meanwhile diehard Simone fans would have been hoping to get their hands on the sequin bralettes from her Louise Bourgeois-inspired spring 2020 collection as well as the tartan trousers from spring 2014.
Other shoppers were left aghast after the pieces quickly appeared on resale sites such as eBay for more than four times their original price (pictured left, a £99 dress reselling for £340, and right, a tulle dress which was sold for £119 on the site is now being touted for £480 on eBay)
Playful garments shoppers had hoped to get their hands on included pink tulle dresses and a pair of ruby red slipper shoes with fluffy scarlet detailing
One of the most popular gowns in the collection, a cream and pink midi length dress is being sold for £400 on the resale site – four times its original price
The collection includes her signature womenswear alongside menswear and kidswear, marking the first time she has offered a wardrobe for the whole family.
Shoppers dashed to get their hands on the collection, with many setting their alarms early in order to get up to buy their favourite pieces.
However many struggled to get onto the site and found they were stuck in a lengthy virtual queue, while some savvy shoppers immediately putting the dresses on eBay to try to turn a profit.
While the playful pink mini dress from the collaboration cost just £99 online, it is now being sold for £349 on eBay, while the cream and pink version has also inflated in value from £149 to £400.
Many shoppers struggled to get onto the site and complained that they were stuck in a lengthy virtual queue
Meanwhile a tulle dress which was sold for £119 on the site is now being touted for £480 on eBay.
Shoppers who missed on the collection were left gutted, with one commenting: ‘H&M Simone Rocha user experience is very ‘we’ve already given all the clothes away to influencers so we’re implementing an extremely vague queue system because we don’t care whether you get on or not.’
Another wrote: ‘I’ve joined the queue for the H&M x Simone Rocha collection just so I can feel the thrill of booking concert tickets again.’
The collaboration was announced last month, with snaps of Daisy Edgar-Jones and stylist, collaborator and close friend of Simone, Robbie Spencer, as well as model and friend Tess McMillan starring in the images.
The collaboration was initially announced with a series of publicity shots featuring celebrities including Normal People star Daisy Edgar-Jones
It is beloved by royals and has developed a cult following over the last 10 years, with celebrity fans including Daisy Edgar-Jones and sisters Adwoa Aboah and Kesewa Aboah posing in the styles in a campaign for the collection
The designer has proved popular with royals and celebrities alike since its launch 11 years ago.
The Duchess of Sussex stepped out in a pair of Simone Rocha earrings for one of her final appearances during her Farewell Tour in March 2020.
The royal wore ornate jewels featuring burgundy faceted glass beads constructed to look like flowers as she attended the Mountbatten Festival of Music last year.
Meanwhile the Duchess of Cambridge has also long been a fan of the designer, having worn a pair of Simone Rocha crystal earrings to attend a garden party in 2017.
The label, which was launched by 2010 by the Irish designer, who lives in London, is famed for delicate tulle dresses, tartan tailoring and sparkling jewellery with pearl embellishments
The royal opted to wear the dangling red jewels during a visit to Berlin in Germany.
It comes just five months after H&M’s last designer collaboration with The Vampire’s Wife, which sold out in just hours.
The collaborations come amidst a challenging period for the big high street retailer.
Fashion chain H&M saw its sales drop by 10 per cent this quarter as the second wave of Covid-19 and lockdown restrictions continue to hammer the retail sector.
The Duchess of Sussex stepped out in a pair of Simone Rocha earrings for one of her final appearances during her Farewell Tour in March 2020
In July, H&M announced plans to permanently shut 170 of its stores across Europe after the pandemic accelerated its plans to streamline its store numbers.
Swedish-based H&M, which is the second biggest clothing retailer in the world, said its sales staged a recovery until the end of October this quarter, but began to drop off amid heightened lockdown restrictions towards the end of the year.
H&M is competing against online-based rivals including Asos and Boohoo, which have enjoyed a marked upturn in sales as shoppers spend more time at home.