MARCH 27, 2007

MARCH 16, 2007

LONDON-This was no everyday clothing launch: There was thumping music, muscled male dancers and a great wall of paparazzi planted on the pavement outside the Langham Hotel. The event was the unveiling of M by Madonna for Hennes & Mauritz.

On Tuesday night, the pop star, clad in a white Forties-style jersey dress of her own design, laid out the theory behind her new collection for the Swedish fast-fashion retailer.

"I wanted something casual but naughty, sensible but sexy. That's me. That's how I am. I wanted the collection to be for a working girl," said Madonna in a not-so-quiet corner of the Artesian Bar at the hotel, near Oxford Circus.

"This is a combination of outfits I would love to wear. Bits and pieces have been inspired by the outfits in my own wardrobe, and also by what I love, like kimonos or my favorite Seventies vintage dress with the butterfly sleeves. I bought it in New York 10 years ago, and have worn it down to threads."

The collection, Madonna's second for H&M after her tracksuits launched last spring, features pieces in viscose jersey, silk rayon, cotton poplin, leather and Lycra.

The new M by Madonna line launches worldwide on March 22 and will be sold in 26 countries. An H&M spokeswoman said M by Madonna differs from the brand's other celebrity collaborations, with Karl Lagerfeld, Viktor & Rolf and Stella McCartney, in that it will be sold in every H&M store that carries women's wear, rather than in the flagships alone.

As reported in December, Steven Klein shot the campaign, which features Madonna modeling the clothes. The ads look eerily similar to the campaign with Madonna that Klein shot for Versace.

The one-off, capsule collection is filled with classics: Kimono-style dresses; tailored jackets and knee-length hipster shorts; pencil skirts paired with cummerbunds; belted trenchcoats; little leather jackets, and white cotton shirts. There's also a full accessories line, with sexy, lace-up boots, skinny leather belts, evening clutch bags and sunglasses.
Madonna said her inspirations come from everywhere. "I go out a lot, I read and go to the movies, and I always try to see and interpret what's around me. I'm a curious person."

Clothing prices range from 14.90 euros, or $20, for a bodysuit to 249 euros, or $330, for a leather trench, while accessories range from 9.90 euros, or $13, for an M-print scarf to 99 euros, or $130, for a leather bag. All figures have been converted at current exchange.

Margareta van den Bosch, H&M's head of design, said Madonna was ever-present during the creative process. "She was involved in even the smallest details of every design. She has an impressive feel for fashion and trends," she said.

Guests, including McCartney, Matthew Williamson, Solange Azagury-Partridge, Freddie Windsor, Ella Windsor and Arki Busson, gathered at the Artesian Bar, which has just been redesigned by Madonna's pal David Collins, who was also a guest.

"I told her that scarf print looked a little Pucci to me," said a cheeky Williamson, referring to the bright, patterned scarves in the collection. "I also told her, 'Now you know how hard I f***ing work! You only have to do it once. I have to do this four times a year!' Seriously, though, the collection is just great, it's very her and it's gonna fly."

Azagury-Partridge, who designed a capsule collection of jewelry for H&M in fall 2005, said of the new collection, "I like it, it's quite 'me' actually. I especially like the pencil skirts and the big belts. I'm definitely going to be getting some."

Halfway through the evening, Madonna's male dancers hit the floor to perform for guests, although some friends had already slipped away to attend the joint birthday party for Elton John and Sam Taylor-Wood in east London.

During the evening, in between greeting guests and cheering on her dancers, Madonna talked about how she put the collection together.
"I think my biggest challenge was to make clothes that looked chic, sophisticated and expensive, but that weren't expensive. Going into this, I made a promise that I wouldn't design anything that I wouldn't wear myself," she said, adding that her white dress "flatters just about every figure I've seen it on."

She also admitted that her "at-home" uniform is an H&M tracksuit, and that she asks husband Guy Ritchie for advice on dressing. "I value his opinion very much. Before going out I always ask him what he thinks. If he doesn't like it, I don't wear it. But that doesn't happen very often," she said.

She also said she hates shopping. "People come to me with collections and show them to me. That's not because I'm famous, and it's not because I can't walk into stores without being disturbed. I just hate shopping. I did it even before I was famous," she said.

As for her future as a fashion designer, that's still up in the air. Madonna may be famous for her stamina on stage, on a yoga mat, and in the public eye. But fashion design might just have pushed her over the edge.
"I must say, I really enjoyed doing this collection. But, honestly, I don't know how long I could sustain this for," she said.

MARCH 8, 2007

YUKI: As an executive producer/producer I’ve offered creative consulting and development, as well as complete production services over the last twenty years. I developed and produced a number of memorable TV commercials and print ads for Japanese advertisers and ad-agencies, utilizing talents and directors from Europe, South America and the U.S. The list of clients include Edwin Jeans, Fauchon, Fuji Film, George Jensen, Honda, Konami, Lexus, Minsheng Bank, NEC, Nissin, Sony, Subaru, Toshiba and Toyota. The talent list includes Charles Barkely, Cindy Crawford, Makiko Esumi, Lenny Kravitz, Joe Montana, Shigeo Nagashima, Peter O’Toole, Carri Ottis, Tatiana Patitz, Brad Pitt, Arnold Schwarzenegger, Sting and now Madonna. The directors include Meiert Avis, Markus Blunder, Alejandro Gonzales Inarritu, Steven Klein, Barbara McDonough, Guy Ritchie, Herb Ritts, Mark Romanek and Stephane Sednaoui, just to name a few

I live in LA, a crossroad of the entertainment industry, and it makes it all possible to interface all these wonderful talented people with advertising opportunities in Japan.

ICON: When you have Madonna as a part of your commercial campaign it means the project must be huge. What is exactly ‘Brillia Mare Ariake’?

YUKI: It is one of the largest projects I’ve produced for Japan. Madonna is huge and the project naturally becomes larger as well. Brillia Mare Ariake is a condominium tower development in a new bay front area of Tokyo. The tower is thirty three stories and nearly 120m high and contains over 1000 luxury units in its 33 floors. The roof top is dedicated for residents’ and members’ exclusive use of an outdoor pool and gardens, spa and lounge and an exceptional 360 view of the entire Tokyo bay. It is a signature development by Tokyo Tatemono, Co. Ltd. to meet the demands of the new generation of metropolitan home owners who are ever more conscious of their post modern lifestyles in the big city.

ICON: Madonna’s name is often associated with fashion and creative trends. How did you come to choose her for such a different project?

YUKI: She leads fashion, music and creative trends, influencing all lifestyles of today and tomorrow. She symbolizes what Brillia Mare Ariake is all about. The choice came naturally and we didn’t think it was ‘different’ or odd. Madonna sets new trends in the Tokyo lifestyles at home, why not.

ICON: As of now, it is quite hard for us to imagine what the campaign look like. Can you tell us more about the concept and Madonna’s part in the commercial shoot?

YUKI: Brillia Mare Ariake ad campaigns stand on four fundamental concepts: Beyond Borders, Refine Your Senses, Connect to Nature and Think Family. We asked Madonna to appear in our campaign as a living symbol and a catalyst to convey our messages:

1. Beyond Borders - Madonna inspires creativity and expressions beyond gender, religion, race, nationality, culture and all borders.

2. Refine Your Senses - Madonna’s philosophy and originality always invigorates the world audience every time she produces a new album. Conventions and trends are challenged and redefined for the new values.

3. Connect to Nature - Madonna is in sync with nature and balances her lifestyle to achieve her best physical and mental conditions. Her ever innovative spirits are in tune with her respect of nature.

4. Think Family - Despite her celebrity and never ending professional activities, Madonna always says FAMILY FIRST. Love and respect for all those who are dear to her are the most important values in life.

These are the very values we’re pushing forward with Brillia Mare Ariake.

ICON: We know that Madonna and Steven Klein handle the creative direction of the campaign. How was it to work with them? Did you provide them with some guidelines beforehand?

YUKI: The four concepts were discussed first with Steven and then with Madonna. Madonna added her own inputs into the project by providing us with styling ideas and her edits for narrative lines. You could say that we co-wrote the commercials.

ICON: Madonna is the most famous female entertainer on earth. Is this something you’ve kept in mind while developing the project? Would you say that it changes the way you work to be around someone as famous and talented as her?

YUKI: We chose her because of it. I always enjoy working with people who are all iconic and most influential in terms of cultural influences. They all have something tremendous to offer to the world and I simply tap onto their energy spheres and bring what I find into the open. Her creative thoughts on this project were all right-on-target. I really respect her opinions and professionalism.

ICON: As you can imagine, we can’t wait to discover this brand new Madonna project! When will the campaign start? Will it be available in Japan only? Will we get to see some of it on the internet?

YUKI: Print ads are already running and the first TV spot will start on airing the 24th of February. They are only shown in Japan but you may see some of them on the Brillia Mare’s website, www.b-m-a.jp
The second commercial will air in mid March and the campaign will keep going for one year.

ICON: Thank you very much for answering our questions Yuki!

Brilla Mare Ariake is bringing his exquisite new high rise to the Tokyo bay front and has asked Madonna to star in the advertising campaign! The commercial, which was directed by Madonna's friend & frequent photographer Steven Klein, was filmed last week in London. Keep checking Madonna.com for more information about the commercial.

FEBRUARY 28, 2007

ICON OFFICIAL MADONNA FANCLUB