Madonna

Shoppers gave Madonna's new fashion venture mixed reviews March 22, on the occasion of its worldwide rollout.

The Material Girl's "M By Madonna" line of clothing and accessories is being marketed by the low-priced Swedish retailer Hennes & Mauritz AB (H&M).

Shoppers in New York City quickly snapped up items such as belts and small purses, but were reportedly surprised at the generally conservative approach to clothing design.

An H & M sales associate said retail action has been equally divided between sales and returns.

Madonna has often shocked contemporary audiences through such risque fashion choices as conical bras and crucifixes.

Stockholm-based H & M has more than 1,300 stores in 24 countries.