H&M's latest limited-edition range created "war-like" situations in stores across the country today (09 November), shoppers told just-style.

The collection by Paris-based label Viktor & Rolf, which is also being sold in Europe as well as in North America and the Middle East, literally flew off shelves as shoppers madly grabbed at dresses and shirts. 

At one branch, High Street Kensington, all of the collection's key pieces had disappeared soon after midday.

A shopper who visited London's Oxford Circus store told just-style: "The demand is crazy. The store was cleared out in less than 45 minutes.

"I kind of like the collection," she added. "Especially the blouses and sweaters and the puff skirt."

Several customers said they had grabbed anything they could get their hands on and that they settled for any size they thought they might fit into.

A shopper who braved the frenzy at the Covent Garden store, also in London, said: "Personally there were only a few items I was interested in - the trench coats, red skirt, scarf and a couple of dresses.

"…not all items in the collection were available. There were about 40-50 people waiting, maximum - I was really surprised, but almost all racks were empty within 20 minutes anyway."

She added: "I got the trench in black and beige and I'm quite happy with them. I haven't decided whether to keep them yet...but I wanted the option!"

The chaos over the new collection mirrors the launches of the chain's previous two designer ranges by Stella McCartney and Karl Lagerfeld, which attracted similar rushes to buy out stock.

By Rebecca Danton.