A new clothing line designed by pop star Madonna for Swedish cheap-chic retailer H&M sold out in minutes after going on sale in Stockholm today.
The collection flew off the racks in a flash, after hundreds of shoppers lined up around the block to be among the first to add the M by Madonna collection to their wardrobes.
However, the launch did not spark the stampede scenes seen in recent years when designers such as Karl Lagerfeld, Stella McCartney and Viktor&Rolf launched lines bearing their names for H&M.
Madonna's collection included Kimono dresses, skintight pants, pencil skirts, tight-fitting blouses, as well as accessories including wide belts, purses and high-heeled shoes.
The one-time Material Girl chose neutral tones - black, white and beige - and luxury materials like silk, fine wool and cashmere.
"The collection is magnificent. Fantastic. Very trendy. It's very Madonna," Rosy Doad, a 23-year-old makeup artist who was among the first inside the H&M store on Hamngatan in central Stockholm, told Agence France-Presse.
"The line is very sophisticated, a kind of business casual, for a very powerful woman, like Madonna. It's very feminine and a little extravagant," 19-year-old musician Aky Eisenstein said.
H&M, or Hennes & Mauritz, has frequently called on celebrities to help sell its clothes in the past.
In 2004, legendary designer Lagerfeld, of Chanel, was the first to put his name to a collection for the Swedish chain.
H&M has 1,345 stores in 24 countries, and the Madonna collection was launched around the world today.
In London, about 50 shoppers poured into the chain's Oxford Street store when it opened to the sound of La Isla Bonita, one of Madonna's hits from the late 1980s.
Hong Kong shoppers got a sneak preview of Madonna's collection on March 10, when a selection of items went on sale at the opening of the H&M's first store in China.
Agencies
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