Truth or Dare by Madonna comes on the heels of the successful 2010 roll-out of teen-geared fashion label Material Girl. The new label will target an older customer than Material Girl, with fragrance and accessories lines expected in 2012. Shoes, handbags and intimates will likely follow, WWD reported.
The new label is the result of a deal between Madonna, manager Guy Oseary and Iconix Brand Group.
‘Over the past several years, I have been approached countless times to create my own brand,’ Madonna said. ‘The timing is right and I have found great partners in Iconix, who can help translate my vision to reality.’