MG Icon announces the launch of Madonna’s “Truth or Dare” Brand
November 3, 2011 News

MG Icon announces the launch of Madonna’s “Truth or Dare” Brand

Back in September, after the TIFF dinner, multiple reports stated Madonna was about to release a new fragrance called “Truth or Dare”.

It’s official, Madonna is launching her second overall lifestyle brand, “Truth or Dare” by Madonna, aimed at an older customer than the more junior, fast-fashion label Material Girl.

MG Icon, the joint venture among Iconix Brand Group, Madonna and Guy Oseary announced today the launch of “Truth or Dare” by Madonna, the second brand to launch under the MG Icon venture. “Truth or Dare” by Madonna will be a global lifestyle 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.

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 noted…

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 “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.

MG Icon’s, Material Girl brand, is exclusively available at Macy’s in the United States and at The Bay in Canada. Since the brands inception in 2010, the brand has been rolled out to over 400 Macy’s doors, 90 doors in The Bay and expanded its product offerings to include: apparel, footwear, handbags, jewelry, swimwear, intimates and sleepwear, denim, social dresses, outwear and beauty.

Stay tuned for more info…