While the collection flew off the racks in a flash, the launch did not spark the stampede scenes seen in recent years when designers such as Karl Lagerfeld, Stella McCartney and Viktor&Rolf launched lines bearing their name for H&M.
This year’s collection, dubbed “M by Madonna” and put on sale around the world on Thursday, included Kimono dresses, skintight pants, pencil skirts, tight-fitting blouses, as well as accessories including wide belts, purses and high-heeled shoes.
The one-time Material Girl chose neutral tones — black, white and beige — and luxury materials like silk, fine wool and cashmere.
“The collection is magnificent. Fantastic. Very trendy. It’s very Madonna,” Rosy Doad, a 23-year-old makeup artist who was among the first inside the H&M store on Hamngatan in central Stockholm, told AFP.
“The line is very sophisticated, a kind of business casual, for a very powerful woman, like Madonna. It’s very feminine and a little extravagant,” 19-year-old musician Aky Eisenstein said.
Cropped pants sold for 398 kronor ($57), a dress for 498 kronor and a blouse for 598 kronor.
Hennes & Mauritz has frequently called on celebrities to help sell its clothes in the past.
In 2004, legendary designer Karl Lagerfeld of Chanel was the first to put his name to a collection for the Swedish chain. He was followed by British hipster Stella McCartney in 2005, while Dutch duo Viktor&Rolf were hired for an autumn-winter collection last year.
Launched around the world on Thursday, a sneak preview of Madonna’s collection was unveiled in Hong Kong on March 10, when a selection of items went on sale at the opening of the H&M’s first store in China.
Founded in 1947, H&M has 1,345 stores in 24 countries.