Madonna's H&M range gets shoppers in a fluster

March 22, 2007Mar 22, 2007, 11:00 PM GMT

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."

The Material Girl isn't the only celebrity to bring her personal style to the High Street. Kate Moss has a collection in the pipeline for Top Shop, due to hit stores in May, while Lilly Allen is set to design a range for New Look.

H&M stores across Britain were besieged by shoppers eager to snap up designs from the M by Madonna line Photo: © Getty Imagesy

Many had queued outside the flagship store in freezing temperatures since 6am Photo: © Getty Images

Madonna, who also models the range, was intimately involved in developing the collection. "There was a lot of going back and forth until she approved the pieces," said an H&M repPhoto: © H&M

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