'Truth or Dare by Madonna' to target older audience

MG Icon announced the launch of the "Truth or Dare by Madonna" brand. "Truth or Dare by Madonna" will be a global lifestyle apparel brand. The brand will initially launch with footwear, handbags, intimates, accessories and fragrance. 

MG Icon will exclusively partner with Macy's for the 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 decades, 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." 

Madonna and Iconix develop second brand under The MG Icon partnership.

The Truth or Dare by Madonna brand is aimed at Madonna's core demo, women ages 27-50 who have a timeless style and an innate sex appeal. Truth or Dare by Madonna was created to showcase the dichotomy that is Madonna, both powerful icon and feminine beauty. 

"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." 

 

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Madonna & Lola in search of next Material Girl

MG Icon, the joint venture among Iconix Brand Group, Madonna and Guy Oseary announce its spring 2012 marketing initiatives for the Material Girl brand, which is available exclusively at Macy's in the United States and The Bay in Canada. 

The brand's advertising campaign will take on a new direction for spring by hosting nationwide casting calls for the next "Lucky Stars" to appear in the national marketing campaign. The "Lucky Stars" model search will launch on Wednesday, November 2nd at Macy's Herald Square in New York and will culminate on November 21st online at website.

A celebrity-driven panel of judges, led by current Material Girl spokesperson Kelly Osbourne, will be searching the country to find the next Material Girls. "Lucky Stars" casting calls will be held at five of Macy's flagship locations in the United States including:

• Herald Square, New York - Wednesday, November 2 at 5:00 p.m.
• Dadeland, Miami - Friday, November 4 at 6:00 p.m.
• State Street, Chicago - Tuesday, November 8 at 5:30 p.m.
• Union Square, San Francisco - Saturday, November 12 at 2:00 p.m.
• Beverly Center, Los Angeles - Saturday, November 19 at 2:00 p.m.

Madonna and Lola commented, "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."

"There is a material girl inside of every girl. She is brave and confident in herself and what she aspires to be," commented Kelly Osbourne.

 

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Madonna disagrees with daughter over fashion design

It was recently disclosed by Madonna and her daughter Lourdes that they had some disagreement over the issue of designing their latest fashion brand ‘Material Girl’.

The mother-daughter duo has launched the new clothing line at Macy's departmental store in New York. They were assisted in this latest venture by their model Taylor Momsen from Gossip Girl.

Lourdes revealed that it is exciting for her to work with her mother, a celebrity and a fashion icon. She has great respect for her style and accomplishments but there were certain decision making issues on which both of them had some disagreements.

Originally Published by Fibre2fashion