Madonna to launch global lifestyle brand

MG Icon, the joint venture between Iconix Brand Group,

Madonna and Guy Oseary have announced the launch of Truth or Dare by Madonna, the second brand to launch under the MG Icon name. The new line follows on from the success of the Material Girl brand, and Truth or Dare by Madonna will be a global lifestyle brand, aimed at Madonna’s core demo, women aged 27-50 years old.

The brand will initially launch with footwear, handbags, intimates, accessories and fragrance, and will be exclusive to Macy’s for initial launch in 2012 while launching simultaneously worldwide. In 2013, the brand will be widely distributed at leading department stores in the United States.

Madonna stated, "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 interest and excitement globally for brands developed by Madonna are significant," stated Neil Cole, CEO, Iconix Brand Group, Inc. "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."