Matthew Williamson's collection goes on sale at H&M

The finishing touches are put to the window display at H&M's Regent Street store in London for the eagerly-awaited collection by British designer Matthew Williamson, which went on sale today. Photograph: David Levene/David Levene

Shoppers surge through H&M's doors at opening time to get an item by the designer for a fraction of the cost of one of his couture pieces. Photograph: David Levene

H&M are restricting customers to only two purchases of each item in the Matthew Williamson collection. This is to ensure more people access to the collection, but also to guard against previous experiences of people buying stock in bulk to resell on eBay. Photograph: David Levene

This is the maxi dress, the most expensive item in the collection. Priced at £199.99 and sold in garment bags, this item disappeared from the shelves in seconds. Photograph: /David Levene

This khaki boiler suit didn't seem to be selling quite as quickly Photograph: David Levene/David Levene

Belts and scarves were among the accessories selling very well, starting from £14.99. Photograph: /David Levene

This display shows the array of Williamson's signature colours - acid yellow and shocking pinks - and his prints. Photograph: /David Levene

Leather jackets were on sale for £149.99 – not H&M's usual pricepoint but still a considerable bargain with Matthew Williamson's name stitched into the label. Photograph: /David Levene

This yellow boho sleeveless blouse shows Williamson's trademark attention to fine detailing, giving real value for this price. Photograph: /David Levene

A shopper loaded up with the entire collection... Photograph: /David Levene

Someone showing determination to maximise the two purchases rule - two of everything, including the olive leather jacket (left) and a fuschia cardigan with peacock feather print over one shoulder (also visible in the background). Photograph: /David Levene