H&M Signs Madonna

NEW YORK The Material Girl is going to try on some new material when she slips into clothes from H&M as the face of the fall campaign for the Swedish retailer.

The global campaign, created in-house, will launch in August and run through the fall in magazines and on outdoor billboards.

The client spent $10 million in domestic measured media last year, per TNS Media Intelligence.

The pop star is in the middle of a much-hyped U.S. tour.

H&M will supply a complete off-stage wardrobe for the star and her touring troupe, including her band, dancers and stage crew. Designer Jean-Paul Gaultier will dress her while she is on stage. In addition, H&M is designing a Madonna tracksuit that will be available in stores in August.

“Madonna picked out people she works with all the time to be in the campaign with her to show the diversity and personal styles that anyone can dress in H&M,” said representative Jennifer Ugliaro.

The retailer also will launch in October a separate campaign for its newest designer collaboration, Victor & Rolf.