Mrs Ciccone has developed a second ‘iconix’ brand under the MG Icon partnership.

Madonna, who has always been an eclectic artist with an amazing and iconic evolving style, from her armful of black rubber bracelets, the “Boy Toy” belt buckle, the cone-shaped corsets to her punk rock-inspired version of Marilyn Monroe’s look, will now strike a pose for her position in the fashion pantheon. 

Not completely happy with the success of her “Material Girl” brand, launches “Truth or Dare by Madonna”, her new lifestyle venture. MG Icon, a joint company among the popstar and Iconix Brand Group, has just announced the strategy behind this second global brand, different from Material Girl in target age and in execution.  While Material Girl is exclusively available at Macy’s in the United States and at The Bay in Canada, and will be proposed as a direct to retail licensing formula in Europe, Truth or Dare by Madonna will be only initially partnering with Macy’s, to widen its distribution to other department stores in USA and overseas. 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 popstar recognised values, both powerful icon and feminine beauty,  Material Girl instead, is the junior brand targeted to young girls 19/25, based on the inspirations from a younger Madonna while in her “Material Girl era”.

Truth or Dare by Madonna will be licensed to footwear, handbags, underwear, accessories with products on shelves in April 2012 at Macy’s and May 2012 simultaneously worldwide. A women’s fragrance come first thanks to cosmetic giant Coty Inc. as the first worldwide licensee, with an advertising campaign featured by Madonna with Fabien Baron, the man behind “Sex”.