Shoppers waiting hours to get their hands on the Giambattista Valli x H&M collection were sorely disappointed after the website crashed and the garments instantly sold out.
Customers around the globe took to Twitter to complain about the site, claiming they were refreshing the site for hours in a futile attempt to get their hands on the coveted clothes. Unfortunately when they finally managed to access the online store, they claim everything had sold out.
One angry customer tweeted, 'Sat on your website since 8am, no sizes large than a 14, tried to buy 2 dresses both out of stock. #BS'.
Another added, 'Your website is down. I am trying to checkout on both chrome and safari and every time I click go to shopping, I get a spinning wheel and it is stuck. Can you help?'
One customer also claimed this happens every year and lambasted the retailer for overspending on the ad campaign, which saw supermodel Kendall Jenner wearing the embellished gowns.
'Every single year the website doesn't work,' she wrote. 'Oh how I wish H&M would plough money into the website as they do on the ad campaign and blogger events.'
Despite the collection selling out on the retailer's website, it didn't take long for the garments to find their way onto reselling platforms eBay and Depop for double their original price.
While the Giambattista Valli x H&M black embroidered ball gown was £249.99 when it first launched, it's now selling for £499 on Depop.
Ouch!