More than 70 people have been crushed to death – just hours after a CRACK was allegedly found in the eight-story building in Bangladesh.
Rescue workers are frantically searching for survivors after the crumbling block in the capital, Dhaka.
It is not yet clear what caused the tragedy at the Rana Plaza - though local reports said a crack was found in the building on Tuesday.
Police chief Mohammad Asaduzzaman told news agencies the factory’s owners IGNORED a warning not to let workers into the building following the discovery.
Panicked relatives of those feared hurt in the disaster have gathered at the site, as army and civilian rescue teams including the fire service comb through the hazardous debris.
They used special cutting equipment and cranes to try to get through to several people feared trapped under tonnes of concrete and steel - as desperate onlookers joined in with their bare hands.
Building collapses are relatively common in Bangladesh, where poorly-enforced planning laws have led many potentially dangerous multi-storey buildings to spring up.
Dhaka police said the rear of building suddenly began to collapse in the early hours of Wednesday morning. Within minutes the whole building had caved in - with the exception of a main pillar and parts of the front wall.
Terrified survivors scrambled to exit the building as it fell, with tens of workers still not found.