PARIS – The Material Girl is giving her stamp of approval to cheap chic. Madonna and her dancers will wear Hennes & Mauritz off-stage for the remainder of her “Confessions” world tour, the Swedish fast-fashion giant announced on Thursday.
Additionally, the singer and her dance troupe are scheduled to appear in an H&M advertising campaign – to hit in August – trumpeting the association.
H&M has collaborated with Madonna on a tracksuit that will be available in H&M stores this August. The news confirms a Fashion Scoop in WWD on June 2.
“Partnering with H&M feels like a perfect fit,” Madonna said in a statement. “The dancers and I are excited to go shopping together.”
The partnership is the latest of H&M’s high-profile associations to create buzz around its inexpensive but trendy creations. Karl Lagerfeld and Stella McCartney both teamed up with H&M to create one-off fashion collections. And Amsterdam designers Viktor Horsting and Rolf Snoeren have been asked to design a collection for H&M this fall.
For H&M, the latest tie-up with a pop icon seems to be the next step in its strategy to associate itself with high-fashion names. After all, Paris couturier Jean Paul Gaultier created the on-stage costumes for Madonna’s tour, which kicked off on May 21.
For complete coverage, see tomorrow’s issue of WWD.