Madonna 'too old' for Swedish fashion giant?

By Stone Martindale Jun 20, 2006, 1:20 GMT

Madonna. EPA/BILL AUTH

Multi-talented and uber-fit star Madonna and her publicist Liz Rosenberg have countered claims that "Madge" is "too old" to be the new face of the Swedish retailer  Hennes & Mauritz (H&M) fashion brand.

Hennes & Mauritz AB, the owner of H&M discount clothes stores, will feature Madonna in a series of advertisements capitalizing on her popularity to help sell clothing.

The ads are said to include the singer's team of dancers with Madonna herself, according to a MarketWire statement issued online. The retailer didn't say when the advertisements will appear.

Cut to advertising "guru" Jerry Della Femina , who publicly criticized the alliance between Madge and the Swedish retailer, saying the choice saying the "material girl" is "too old" to represent a company "whose shoppers are mainly young women."
Della Femina said: "These kids trade in stars every two or three years and many don't know Madonna."

According to Bloomberg.com, reporter Sara Gay Forden states, "H&M, which sells women's tops for as little as 4.90 euros ($6.20), has an advertising policy that calls for using ``healthy and wholesome'' representatives, according to the company Web site. The retailer last year cancelled a campaign featuring Kate Moss amid allegations that the model had used cocaine."

Madonna has dismissed the Della Femina comments. Publicist Liz Rosenberg, added: "I defy any 18-year old to do a quarter of what Madonna does on stage. I hope Jerry Della Femina takes a nice pill."