Tonight:
9°c
New Moon is nothing if not an international advertisement for the hungry virtues of virginity and young people can’t get enough of it
NEW: Some fares could fall by more than a third when Oyster is extended to every national rail station in London, it has emerged
More...
M for Madonna madness
By Becky Davies, Evening Standard Last updated at 10:39am on 23.03.07
Dress you up: Madonna in one of her H&M designs which come with a discreet M logo
Material girls: Alex Edmonds, left, and Georgina Bryan intend to put some of their purchases on eBay
Mad Madge world: the H& M store in Oxford Circus is mobbed by shoppers
Look here too
Hundreds of shoppers poured into the H&M store in Oxford Circus today as Madonna's fashion collection hit the high street.
Fans braved freezing temperatures from 6am to be in the queue. They grabbed everything from leather trench coats to oversize sunglasses from the M for Madonna collection as the store played the singer's music.
Gallery: See more pictures from Madonna's H&M range here
One of the first inside was Shadley May, 39, who had been working as a forklift truck driver all night. He was under instruction from his fiancée to pick up a £39.99 dress. He said: "I'm very relieved to have got it.
I was slightly confused, I wasn't really sure whether I was going to recognise it."
The M for Madonna collection follows similar collaborations by the store with Viktor&Rolf and Stella McCartney, both of which sold out within hours. Many pieces then appeared on eBay for more than their original price.
It looks as if this collection is going to be no different. Georgina Bryan and Alex Edmonds, 18-year-old students from Chislehurst, were stockpiling items in a corner. Georgina said: "We've bought everything in our own sizes and a couple in size 12s as well which hopefully we can sell on eBay."
Popular items are expected to be a sequined mini dress selling at £99.99, silk tunic dresses at £39.99 and leather trench coats for £149.99.
The collection is the result of a collaboration-with H&M design chief Margaretavan den Bosch. It tries to offer something for everyone: from evening tops to lumber jackets, tailored blazers and shirts to kimono dresses. All the pieces have a discreet "M" motif on linings, zippers and buttons and the colours are mostly neutrals. The stand-out piece is a cashmere cardigan with silk-covered buttons. The accessories, squaretoed patent heels, clutch bags, skinny belts and sunglasses, are very strong.
The dresses are less successful. All seem to be cut in an unflattering empireline shape. The problem is not so much Madonna's designs but the fabric quality. The viscose jersey used for many garments tags the skin and threatens electric shocks, and the leather goods are plasticlooking - which is disappointing as the collection is priced about 25 per cent above the retailer's regular collection.
Nonetheless H&M is banking on the hope that fans will overlook quality for the chance to buy a Madonna original.
