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December 08, 2006

Madonna to design H&M line

Pop icon Madonna is to design a line of clothes and accessories for Swedish fashion giant Hennes & Mauritz that will be launched in March 2007, company officials said Thursday.

The Swedish underwear-to-suits firm has signed up a number of designers such as Karl Lagerfeld and Stella McCartney to produce one-off collections.

H&M also provided offstage wardrobes for Madonna, her band, and dancers for her latest tour, while 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," said a statement released by H&M. "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."

Analysts said the tie-in 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." (Reuters)

© 2009 Reuters. Click here for restrictions.

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