M for Madonna madness

Gallery: See more pictures from Madonna's H&M range here

One of the first inside was Shadley May, 39, who had been working as a forklift truck driver all night. He was under instruction from his fiancée to pick up a £39.99 dress. He said: "I'm very relieved to have got it.

I was slightly confused, I wasn't really sure whether I was going to recognise it."

The M for Madonna collection follows similar collaborations by the store with Viktor&Rolf and Stella McCartney, both of which sold out within hours. Many pieces then appeared on eBay for more than their original price.

It looks as if this collection is going to be no different. Georgina Bryan and Alex Edmonds, 18-year-old students from Chislehurst, were stockpiling items in a corner. Georgina said: "We've bought everything in our own sizes and a couple in size 12s as well which hopefully we can sell on eBay."

Popular items are expected to be a sequined mini dress selling at £99.99, silk tunic dresses at £39.99 and leather trench coats for £149.99.

The collection is the result of a collaboration-with H&M design chief Margaretavan den Bosch. It tries to offer something for everyone: from evening tops to lumber jackets, tailored blazers and shirts to kimono dresses. All the pieces have a discreet "M" motif on linings, zippers and buttons and the colours are mostly neutrals. The stand-out piece is a cashmere cardigan with silk-covered buttons. The accessories, squaretoed patent heels, clutch bags, skinny belts and sunglasses, are very strong.

The dresses are less successful. All seem to be cut in an unflattering empireline shape. The problem is not so much Madonna's designs but the fabric quality. The viscose jersey used for many garments tags the skin and threatens electric shocks, and the leather goods are plasticlooking - which is disappointing as the collection is priced about 25 per cent above the retailer's regular collection.

Nonetheless H&M is banking on the hope that fans will overlook quality for the chance to buy a Madonna original.