H&M's LIMITED LINES

A new collection of clothes and accessories entitled "M by Madonna" is displayed inside H&M in central London March 22, 2007. [Reuters]

Hennes & Mauritz, among the first retailers to bring trendy fashions to main street wallets, has had home-runs with its exclusive, limited lines by heavy-hitters Stella McCartney and Karl Lagerfeld and cult label Viktor & Rolf.

The Viktor & Rolf and McCartney launches were "totally chaotic," Tinch said. "This has been a little more calm and collected."

Lisa Sandberg, a U.S. spokeswoman for Hennes & Mauritz, whose chairman, Stefan Persson, is the 17th-richest person in the world, said the difference was because the collection is in all H&M stores with womenswear, instead of just a few.

"What this means is that although it's a one-off collection, more H&M customers will have the opportunity to find M by Madonna in their local H&M store and should also be able to purchase a piece without being the first shopper on line," Sandberg said in an e-mail.

But for Sara Axelsson, a New York-based lawyer who went to see Madonna's line, the collection was not unique enough to justify a purchase.

"The Stella McCartney line was much more different than the usual H&M stuff," Axelsson said.

Other clothing lines designed by fashionable celebrities, who are not themselves designers, include Sarah Jessica Parker's line at Steve & Barry's and model Kate Moss's line with the U.K. retailer Topshop.

"Obviously (celebrities) help enormously, whether it be if they're fronting a product or have worn it, but of course it takes away from the cachet level," said Maron, the publicist, about the trend of low-priced retailers selling collections designed by icons.

"But I'm definitely buying something, even if I never wear it," Maron said. "Just to have it. Anything for Madonna."

1

2

3