After the success of her tween clothing line “Material Girl” co-created by Madonna and her 15 year-old daughter Lourdes, Madonna will launch another clothing line.
The new line will be called Truth or Dare by Madonna, named after her 1990 documentary of the same name. I’m glad she didn’t name it after her “Sticky and Sweet” tour, because I’m sure Katy Perry already has something in the works with a similar name.
So for those of you that were disappointed that you couldn’t fit into the leopard print skinny jeans from the “Material Girl” collection because the brand is aimed at teens, don’t fret because Truth Or Dare is aimed at women aged 27-50.
However, with that age demographic, I’m expecting button down tops and sensible heels. Ughhh.
Madonna has signed a deal to create the line with Iconix Brand Group, and says the new lifestyle brand will start with a fragrance, then will launch footwear, handbags, and underwear. The brand will start churning out Madonna products as early as next year.
Speaking on the new venture, Madonna says, “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.”
Truth or Dare will be catered to women “who have a timeless style and an innate sex appeal.” If you can say “yes” to both those things, you’ll be interested to know that the collection will also be sold exclusively at Macy’s (like Material Girl). However, the fragrance will get a wider launch in 2013.
Iconix brand CEO Neil Cole told WWD, “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 and Lourdes are still capitalizing on the popularity of the Material Girl brand. They just announced a sort of casting call/nationwide search for the next face of the brand.
The mother-daughter duo will scour the nation looking for what they refer to as the Next Material Girl Lucky Star.
Madonna says, “This is not your standard model search. It's more about attitude. We are looking for a stylish, adventurous, creative, free spirit. We're both looking forward to meeting the ten finalists in New York in December.”