H&M - Design by Madonna

Photo: Erich Stering / DN

At 10 o'clock this morning H&M at Hamngatan in Stockholm opened the doors. People had been queuing for hours, girls had skipped school, to grab one of 10 trenchcoats signed by Madonna. And to be the first to buy the Designed by Madonna-collection launched today. Although this collection is bigger and not as exclusive as the ones Stella McCartney and Victor & Rolf did for H&M, the shopping was hectic, to say the least.
But I missed it all ...

A new way of marketing. By H&M.
And experts say: This is only the beginning ...