The retailer has said the designer collaboration collection features vibrant, street-inspired clothing for women and men – and it certainly seems to have whippedshoppers into a frenzy.
Massive queues have been seen outside London stores with many having waited overnight to be the first to reach the tills.
Similar scenes were seen in the US where the collection also launches today.
In a statement H&M described the womenswear collection as “a unique celebration of the brand’s vibrant heritage, full of vivid prints, feminine details and playful silhouettes”.
While the menswear range was dubbed “bold and powerful, a celebration of print, colour and self-expression”.
Carol Lim of Kenzo said: “We love that there will be kids who will be wearing Kenzo for the first time, alongside those lucky enough to remember the Kenzo Takada era, who will come to the collection for a taste of their heritage and to wear the prints and styles that they once loved all over again.”
Those who camped out may be glad they did as online shoppers have been tweeting about difficulties accessing the collection website.
Many are being greeted by a message saying “you might experience a fashionable waiting time”.
Jamie Walden tweeted “really sick of pressing TRY AGAIN for Kenzo h&m.”
While Alex said “Seriously Kenzo x H&M already down”.