STOCKHOLM (Reuters) – Pop icon Madonna is to design a range of clothes and accessories for Swedish fashion giant Hennes & Mauritz, which will be launched in March 2007, the company said on Thursday.
The Swedish underwear-to-suits firm has signed up a string of designers such as Karl Lagerfeld and Stella McCartney to produce one-off collections.
H&M also provided an off-stage wardrobe for Madonna, her band and dancers for her latest tour and the singer has designed a track-suit for the firm.
“The ‘M by Madonna’ fashion line will reflect Madonna’s timeless, unique and always glamorous style,” H&M said.
“Madonna has an impressive feel for fashion and trends. She was extraordinarily style conscious, passionate and was involved in even the smallest details of every design,” it added.
Analysts said the tie-up would be positive for H&M sales.
“Naturally, it is positive that they are continuing to work with Madonna,” said Stefan Stjernholm, analyst at Swedbank.
“There is going to be lots of interest for Madonna’s collection, but it will also contribute to more interest in H&M in general. Their sales ought definitely to be influenced.”
A second analyst said Madonna would give H&M “very welcome publicity and help sales”.
Shares in H&M were up 0.6 percent at 322 crowns at 8:45 a.m. against a flat Stockholm index.