Madonna range gets shoppers in a fluster

As the doors of H&M‘s flagship store opened on Thursday morning and let the strains of Madonna‘s hit Lucky Star spill out onto the London pavement, hundreds of eager shoppers jostled to get their hands on designs by the veteran style icon.

There were scenes of chaos as the women – many of whom had braved snow showers and freezing temperatures to queue up outside at 6am – snapped up dresses, coats and bags bearing the M by Madonna label. Rubbing shoulders with them was a sprinkling of men – under strict instructions from working girlfriends to pick up items spotted on the internet.

The new range – which is inspired by the mum-of-three’s own wardrobe and includes a silk kimono-style dress for £39.99 and oversized sunglasses at £19.99 – received mixed reviews from the fashion set however. While that didn’t seem to deter the Ray Of Light singer’s fans, sales calmed after the initial rush with the collection failing to sell out as Stella McCartney’s H&M line did last November.

H&M was keen to emphasise this wasn’t down to lack of demand, however, but to the huge numbers of clothes available. “With designer collections like Stella’s we picked big city stores. But with this, because it is so wearable, we put it everywhere.”

From Hello! Magazine.