Madge Dazzles, Kylie Sparkles

Last Saturday, the long wait has ended and thousands of Hong Kong fashion-savvy shoppers thronged outside the first Hennes & Mauritz or H&M's first East Asian store for the global unveiling of Madonna's one-off premier fashion line simply known as "M by Madonna".

At 11.00 a.m, shoppers began to swarm into the shop and grab the must have pieces of the season as well as from the M line itself. Before, H&M Hong Kong plans to give out 10 Madonna-autographed trench coats to 10 lucky shoppers but due to the possible commotion and mob scene that may take place, 500 pairs of M by Madonna sunnies were given free instead to the first 500 customers.

Spanning a gargantuan 3500 square meters with four shopping floors offering extensive collection for men, women, and children, the arrival of H&M in Hong Kong marks the new shopping experience for Hong Kong and regional shoppers who have made Hong Kong as their annual shopping destination.

Of course, the center of attraction has to be Madonna's M by Madonna line that eclipsed other H&M must-haves.

Though Madonna herself weren't present at the ceremony, head designer Margareta van de Bosch who worked with her on the one-off collection were there along with CEO Rolf Erikson.

In April, two stores will be opened in Shanghai, China and by Fall 2007, H&M plans to add three more stores to Hong Kong due to the overwhelming response given by the Hong Kong fashion fans.

This Summer, H&M will be launching its beachwear line called "H&M Loves Kylie". The line, comprising of several limited bohemian chic beachwear is a tribute to the Australian singer, actress, lingerie designer and fashion icon.

The 'H&M loves Kylie' line is part of H&M’s main swimwear range and contains fifteen styles which will be in all H&M stores that sell womenswear in mid May. Not only she was the muse of the collection but the singer too will represent the line in its ad campaign due this Summer.

"When we think Australia and glamour we think Kylie, who is such a stylish person," says H&M’s head of design Margareta van den Bosch.

"It has been a great experience to work with H&M on creating this summer range. To me it is all about summer indulgence, effortless chic and lots of fun!" says Kylie Minogue.

Furthermore, 10 percent of all money spent on this beachwear line will be donated to WaterAid. The international charity WaterAid is dedicated to the provision of safe domestic water, sanitation and hygiene education to the world’s poorest people.

"WaterAid has a long and valued relationship with H&M and is delighted to be involved with the ‘H&M loves Kylie’ line. The money raised from this will make a tremendous difference to the lives of people in the countries where we work, every £15 raised enables one person to receive a sustainable supply of clean water, adequate sanitation and basic hygiene education," says Barbara Frost Chief Executive of WaterAid.

*Photos courtesy of H&M

H&M - 10, Queen's Road Central, Hong Kong S.A.R.