Madonna Excitement at H&M? It's Like a Prayer

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H&M this morning. Photo: Everett Bogue


Omigod! A new celeb-driven line at H&M! Let's get there fast, before everything sells out! Knowing the mob scenes that develop whenever a new, hyped H&M collection launches — we're veterans of the great Viktor & Rolf Rush of '06 — we headed over to the Swedish chain's Fifth Avenue flagship this morning to witness Madonna Madness '07, the debut of the Material Girl's second H&M collection, the first that she actually had a hand in designing. Drew Barrymore, Kirsten Dunst, Carmen Electra, Stella McCartney, and Gwyneth Paltrow have all reportedly ordered pieces — and, if the scene on Fifth was any indication, they might be the only ones wearing them: The line had barely reached the corner of 51st Street when the doors opened at ten o'clock. "So I guess everything will be gone in two hours?" joked one shopper, who said she was a veteran of H&M's crazy Karl Lagerfeld debut. Not likely. —Kendall Herbst