By Natasha Clark
The Material Girl along with H&M is hoping that fashion lovers will be ready to strike a pose when the “M by Madonna” collection hits stores around the world Thursday.
The collection will be made up of about 30 garments and 10 matching accessories that will reflect Madonna’s timeless, unique and always glamorous style, according to H&M.
“Madonna has an impressive feel for fashion and trends,” Margareta van den Bosch, H&M’s head of design, said in a statement. “She was extraordinarily style-conscious, passionate and was involved in even the smallest details of every design. There is no doubt that Madonna’s influence is reflected by the line.”
The collection will reflect a style of elegance, modernity and femininity, and will include an array of slick belted trench coats ($99.90 to $298), a cropped leather jacket ($198), a black silk kimono-shaped dress ($69.90) and turban ($12.90).
“The result is ‘M by Madonna,’ which is all about fashion that people can really love and wear season after season,” stated van den Bosch.
Madonna and van den Bosch found their inspiration for the ‘M by Madonna’ collection in no other place than Madonna’s very own wardrobe. She picked her favorite styles and the team of more than 100 designers at H&M “brought Madonna’s vision to life.”
“I’ve made no secret of my love for fashion and trends,” Madonna said in a statement. “Working with Margareta and H&M was an exciting and new creative challenge for me. I’m really happy with the results and look forward to wearing ‘M by Madonna’ along with the rest of the world.”
Last year, the fashion and music giants collaborated for the first time to create the infamous zip-front tracksuit. Some fans may have been disappointed by the polyester tracksuit that didn’t necessarily look like something the Jean Paul Gaultier coutureloving Material girl would be wearing herself, but with “M by Madonna” this celebrity designer is getting a do-over.
Madonna told The New York Times that this collection had nothing to do with the stages of her career or the evolution of her persona.
“Seems to me that she was being super safe,” said Tricia Schreiber, Elle magazine’s fashion credit director. “The choice of such sedate colors and pieces makes the collection very saleable, but ultimately boring. I didn’t see anything new or even anything personal in the collection that screamed out ‘Madonna.’ Pants, sweaters, trench coats? It could all have been just regular H&M label, or Club Monaco, Banana Republic, and Old Navy.”
So what about those corset belts ($34.50)?
“They are the kind of clothes that mean business and fun all at the same time,” Madonna told The New York Times on March 15. “I thought about what I like to wear everyday.”
The collaboration began last spring when Madonna’s 150 member touring troupe, including the band, dancers, crew members and Madonna herself, sported a complete line of offstage clothing by H&M during Madonna’s “Confessions” world tour.
After the success of this collaboration, both H&M and Madonna agreed to take the relationship a step further and create a one-of-a-kind collection all about fashion and quality at the best prices that allow individuals to express their own personal style.
“This style icon collection will offer our customers a way to express themselves in a unique and individual way,” H&M said. “Madonna stands for fashion and advocates personal style, just like H&M.”
H&M has also collaborated with high-profile designers Karl Lagerfeld, Stella McCartney and Viktor & Rolf. These collections all generated positive buzz and traffic that helped highlight H&M’s creativity, not just their image as disposable chic.
“I did feel a certain British influence that I can attribute to her current style, but the pieces were so bland, so I think the fact of her name being on this collection is simply that the pieces will sell because they are safe and cheap and have that special label,” Schreiber said. “It is not a collection to be embarrassed about by any means. It is perfectly presented and the web site presentation was fun and the campaign photography make the clothes look great.”
The “M by Madonna” collection will be sold in all 1,300 H&M stores in 28 countries. Doors open at10 a.m., but you can bet the crazed fashionistas and H&M lovers will be camping outside the store’s doors long before the sun begins to rise. You’ve been warned.
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Madonna models a white slick belted trench coat in her latest line “M by Madonna.” The sketch can be seen below.