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Truth or Dare

After the success of Madonna’s Material Girl teen line for Macy’s, the iconic queen of pop is in the process of yet again launching another fabulous collection since her 2007 M by Madonna Collection at H&M.

The global lifestyle brand, which will be named after her controversial 1991 Madonna: Truth or Dare (In Bed with Madonna) documentary, is aimed towards Madonna’s core fan base between the ages of 27 and 50 who posses a “timeless style and an innate sex appeal”.

The joint venture, among Iconix Branch Group, Madonna and Guy Oseary, is the second brand to be launched under the MG Icon.  MG Icon will be partnering with Macy’s for the first initial launch worldwide in 2012.  In 2013, the collection will be distributed more widely at all leading department stores in the US.

“Truth or Dare” by Madonna was created to showcase the dichotomy that is Madonna, both powerful icon and feminine beauty.  The brand will initially begin by launching perfume and then later expand to include footwear, bags, accessories, and intimates with Madonna herself being the face of all advertisement.

Neil Cole, Chief Executive Officer of Iconix Brand Group, stated…

The interest and excitement globally for brands developed by Madonna are significant. After the highly successful launch of the junior brand Material Girl, we knew there would be a tremendous demand for a brand that Madonna herself is the face of and that truly captures her essence.

Madonna seems genuinely excited about the joint venture saying to WWD:

Over the past several years, I have been approached countless times to create my own brand. The timing is right and I have found great partners in Iconix, who can help translate my vision to reality.

The former Material Girl, dominatrix, hippie, turned Material Mum, yoga guru, producer and children’s book author can now add successful fashion designer to her long list of talents.


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