Following the huge success of Material Girl, her juniors label for Macy's, Madonna and Iconix Brand Group have announced they're launching a global lifestyle brand for women. Titled "Truth or Dare by Madonna," the fashion and accessory line will target customers ages 27-50 who possess a "timeless style and an innate sex appeal."
"Over the past several years, I have been approached countless times to create my own brand," Madonna said in a press release. "The timing is right and I have found great partners in Iconix who can help translate my vision to reality."
The label plans to launch with a fragrance in 2012, followed by other accessories including footwear, handbags, and underwear that "truly captures Madonna's essence."
The "Truth or Dare" brand will be a bit more accessible then Material Girl and Madonna herself will be the face of the line.
"I have always been obsessed by fragrance and for years wanted to create something personal that was an expression of me but that other people could relate to as well," she told Women's Wear Daily. "Something honest, and yet daring, hence the name Truth or Dare."