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Madonna to Launch Truth or Dare Lifestyle Brand

Gareth Catermole, Getty Images

Madonna will always be remembered and celebrated for her amazing and evolving style. Whether it was the armful of black rubber bracelets, the “boy toy” belt buckle, the cone-shaped corsets or her punk rock-inspired version of Marilyn Monroe’s look, Madge set the bar incredibly high when it came to personal style. That’s why Material Girl, the junior’s line she launched with her teen daughter Lourdes at Macy’s, was so successful, as it siphoned from the singer’s early, street-style looks. Now, Madonna is expanding her empire.

Since she has cornered the teen market, it was only a matter of time before Madonna targeted another consumer and age demo. The 27-50 age bracket is now her core demo, and as a result, her latest venture will appeal to women who, like Madonna, desire a sexy, timeless style. She is launching Truth of Dare by Madonna under her MG Icon umbrella, which Material Girl also falls under.

Truth of Dare, also the name of a Madonna doc, is positioned as a global lifestyle brand. It will first launch with accessories like footwear, handbags and intimates, as well as with a fragrance. Macy’s has first dibs, and MG Icon will partner with the retail chain for the initial 2012 launch. In 2013, the brand will expand to other department stores in the US.

In a statement, Madge said, “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.”

You can keep up with all the Madonna happenings by visiting her non-music YouTube channel, as well.

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