Bargain hunters snaked along Hounslow High Street this morning as they queued for the long-awaited opening of H&M's newest outlet.
The line of shoppers stretched from the doors of the clothes shop in the Treaty Centre to the end of the shopping parade before looping back on itself.
Customers were eager to get their hands on the 25 per cent discount on everything, which was promised to all those queuing when the doors opened at 11am.
Staff danced on the streets to keep them entertained, while police were also present to ensure order was maintained.
Photographer Toby Vandevelde tweeted this great photo taken from within the store of the crowds gathered outside.
People also took to Twitter to express their excitement about the store's opening.
H&M is also celebrating the opening today and on Saturday with a live DJ set, face painting and balloon modelling, and goody bags for shoppers.
Next is due to open beside H&M in time for Christmas.
