H&M dresses up Madonna & Co
“A partnership between Madonna and global fashion retailer H&M may, initially, cause some to scratch their heads” – Reuters reports. “For many, Madonna has more in common with Versace than H&M’s inexpensive yet fashionable clothing.
But at the busy intersection of music and fashion, Swedish brand H&M has signed on to supply Madonna and her entire touring company (band, stage crew, dancers) with offstage wardrobes during the artist’s already-in-progress Confessions Tour. (Madonna’s onstage outfits for the trek are designed by Jean-Paul Gaultier.)
Madonna and some members of her entourage will appear in an H&M ad campaign that launches in August. At the same time, the retailer will begin selling a specially designed track suitH&M stores also will sell her latest CD, “Confessions on a Dance Floor.”
In addition to appearing in high-end Versace campaigns, Madonna was featured in a Gap ad campaign three years ago.
H&M, which has more than 1,200 stores in 22 countries, markets its affordable fashions to all consumers, including couture-conscious fashionistas. Two years ago, the brand tapped Karl Lagerfeld to design a one-off collection for its fall line. It did the same last year with Stella McCartney. This year, Dutch design team Viktor & Rolf will do the fall 2006 honors.
From an article by Michael Paoletta, Reuters/Billboard via Yahoo! News.