After the success of her teen-oriented clothing line Material Girl, music icon Madonna has announced that she will be creating a new label, Truth or Dare by Madonna, for grown women.
While Material Girl – which the singer created with her teenaged daughter Lourdes Leon – was aimed at the youth market, Truth or Dare will skew older, intended for professional women between the ages of 27 and 50. The new lifestyle brand will launch next year, and will also include a new fragrance, as well as a whole slew of accessories such as shoes, handbags and intimates.
Helping to launch the label is Madonna’s new partner, the Iconix Brand Group, who recently joined forces with the singer.
"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," Madonna explained to WWD.
"The interest and excitement globally for brands developed by Madonna are significant," added Iconix CEO Neil Cole. "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."