'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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Audrina Patridge of MTV fame to star in BONGO Fall campaign

Iconix Brand Group, Inc announced that it has signed a long-term direct-to-retail license agreement with Sears Holdings for the Company's junior brand, BONGO. Commencing fall 2010, Bongo apparel and other lifestyle-related categories will be available in Sears and Kmart Stores in the United States. This marks the Company's nineteenth direct-to-retail license agreement and its third direct-to-retail deal with Sears Holdings.

To support the launch at Sears and Kmart, Iconix enlisted Audrina Patridge of MTV fame to star and be heavily integrated into the Fall 2010 marketing campaign. The national campaign will debut this September in fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen and Cosmopolitan, in stores, throughout Sears and Kmart marketing collaterals, outdoor and online.

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DC Fashion Industry to welcome Michelle & Obama at Inaugural Ball

Designers from the local Washington, DC fashion industry will roll out the red carpet to welcome the trendsetting Obamas to their city in the Washington DC Fashion Industry and Young Professionals Inaugural ball on January 20, 2009.

The conglomerate of designers, photographers and design houses hosting the event include Xzuberance Clothing, BluBlink Photography, BiriBelle Clothing, Gediyon Kifle Photography, Kelly Catherine Jewelry, LC Beads and ZiZi Boutique.

Beginning at 9:30pm, the event will take place at the historic President James Monroe Mansion in Washington, DC, minutes from the White House and will feature a silent auction of products from hosts' lines, a live performance by 2009 Grammy nominated singer Wayna, cocktails, dinner, a champagne bar, a cigar bar, a celebrity DJ and dancing.

Members of the Miami, New York and LA fashion industries, including designers, models, celebrities and international fashion houses are being invited to join in the celebration at the DC Fashion Industry and Young Professionals Inaugural Ball. The Obamas have made politics fashionable again, particularly the statuesque Michelle who has been compared to fashion icons Princess Diana and Jacqueline Kennedy. Michelle Obama, in particular, has also been praised for favoring and promoting American designers, and selecting to appear in clothing accessible to the average American woman.





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