Madonna Launches Second Lifestyle Brand

MADONNA is launching her second lifestyle brand, following the success of her debut "Material Girl" label.

The star's new line, entitled "Truth Or Dare" by Madonna, will be targeted at an older audience to her previous offering and will start with fragrance.

Accessories are planned for 2012, including footwear, handbags and underwear.

The news comes after the singer signed a deal with brand management company, "Iconix Brand Group".

"Over the past several years, I have been approached countless times to create my own brand", said Madonna.

"The timing is right, and I have found great partners in 'Iconix', who can help translate my vision to reality."

The label will illustrate Madonna's look as a powerful, female icon and will be targeted at women aged between 27 to 50.

It "will be designed to showcase the duality of her image, a power icon intertwined with feminine beauty", "WWD" reports.

"The interest and excitement globally for brands developed by Madonna are significant", "Iconix's" ceo Neil Cole told "WWD".

"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."


source: vogue