Madonna is reportedly going to be the new face of fashion chain H & M.

According to Swedish reports, the singer is negotiating a multi-million pound deal to front the Scandinavian clothing firm.

The country's Daily Expressen newspaper said: "She's a superstar, a style icon, and controversial. Madonna could be H & M's next clothing model."

The 47-year-old mum of two will be the latest in a long line of stunning star women to front ad campaigns for the popular high-street chain.

Previously, Kate Moss, Naomi Campbell, Cindy Crawford and Anna Nicole Smith have all advertised the brand.

The firm also boasts successful collaborations with high-profile designers such as Madonna's close friend Stella McCartney - her capsule collection sold out in minutes and caused chaos as fans scrambled for cheap off-the-hanger pieces.

H&M have recently announced they will launch a special collection created by Dutch design duo Viktor + Rolf in November.

It is believed Madonna appear in the accompanying advertising campaign.

Company spokeswoman, Kristina Stenvinkel, would neither confirm nor deny the reports, saying: "Our policy is to never comment on such speculation."