How Social Media Genius Supercharged H&M's Hit Balmain Collection

It’s become almost a retail cliché these days: If your website crashes, you’ve got a hit on your hands. Following in the footsteps of Target's Missoni collection, H&M ’s hotly anticipated limited-edition clothing line from couture Parisian designer Balmain sparked a shopping frenzy. Items from the Balmain x H&M collection sold out in a New York minute, and the fast-fashion retailer’s site went kaput as a result. But what made this particular cheap-chic/designer partnership hit all the more notable is that the 109-item line was far from cheap: The Balmain collection boasted items like $649 dresses and $149.99 beaded clutches.