Pieces in the "M by Madonna" collection, co-designed by H&M design chief Margareta van den Bosch, include a leather trench coat, sequined shift dresses, cream-colored pedal-pushers and matching cropped jackets.
In Britain, the items are priced between 7.99 pounds (US$15.75, EUR12) and 149.99 pounds (US$295, EUR220).
"I am a Madonna fan but the reason I am buying the clothes is that they are very nice and feminine and the prices are very reasonable," said Magda Grabowik, 32, as she lined up to pay for a coat, jacket and dresses at H&M's Oxford Street store.
Madonna said in a statement that working on the fashion line had been "an exciting and new creative challenge."
"I'm happy with the results and look forward to wearing M by Madonna along with the rest of the world," she said.
H&M said the collection reflected Madonna's "timeless, unique and always glamorous style."
Stockholm-based H&M has more than 1,300 stores in 24 countries. - Pravda.ru