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H&M

Madonna rumoured to be next H and M model

US pop queen Madonna could be the latest of a string of celebrities to pose as a model for Swedish low-cost fashion retailer Hennes and Mauritz (H and M), a Swedish newspaper said on Tuesday.

The daily Expressen said that Madonna was in negotiations with the company.

“She’s a superstar, a style icon – and controversial. Now Madonna could be H and M’s next clothing model,” the paper said.

H and M would neither confirm nor deny the report. “Our policy is to never comment on such reports,” company spokesperson Kristina Stenvinkel told AFP.

The retailer announced earlier this month that Dutch designer duo Viktor + Rolf would create a special collection for H and M this autumn, to be launched in November.

But it has yet to announce who will don the creations in the accompanying advertising campaign.

Previous H and M models have included superstars Naomi Campbell, Cindy Crawford and Anna Nicole Smith.

Last year, British supermodel Kate Moss was dropped from the group’s ad campaign after allegations arose that she had taken cocaine.

Expressen pointed out that Madonna had a long history of collaborating with Swedes, including music producers, songwriters, music video directors and even her yoga instructor.

H&M

H&M competitor to sponsor Sweden’s Olympic team

Six months after establishing itself in Stockholm, Japanese clothing brand Uniqlo has announced it will sponsor Sweden’s athletes at the 2020 Olympics.

H&M competitor to sponsor Sweden's Olympic team
Anna Hasselborg of Sweden's curling team tries out new kit supplied for the country's athletes by Uniqlo. Photo: Henrik Montgomery/TT

The clothing chain, one of the world’s fastest-growing retail companies, is also set to open more stores in the Scandinavian country.

“Swedes are so sophisticated and warm-hearted,” Uniqlo Europe CEO Taku Morikawa said, stressing how welcome his company has been made to feel.

Morikawa was in Sweden to present the partnership between Uniqlo and the Swedish Olympic Committee at an event at Uniqlo’s store on Hamngatan in Stockholm.

Sweden’s athletes wore teamwear supplied by H&M at the last two Olympic Games.

The Stockholm store, Uniqlo’s first in the Nordic region, opened its doors in August 2018. An expansion is now planned on the Swedish market, although Morikawa declined to reveal where.

“We definitely have plans to open more stores here,” he said.

A store will also open in Danish capital Copenhagen in the coming spring as Uniqlo’s holding company Fast Retailing continues its global expansion.

Sales figures in Sweden’s clothing retail sector have seen a downward trend in recent years, with an exception in 2015.

H&M is usually cited as one of Uniqlo’s main competitors.

The impact of a new player on an already-competitive market is difficult to predict, according to the Swedish Trade Federation (Svensk Handel).

“Locally, competition is sharpened, but competition is already fierce. I would be inclined to say that this type of partly new concept store can, instead, help to revitalise the physical retail sector for clothing,” the association’s head economist Johan Davidson said.  

READ ALSO: H&M profit down sharply despite rise in online sales

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