Truth or Dare by Madonna
 |
|
| Industry | Fashion |
|---|---|
| Founded | 2011 |
| Founder |
Madonna Guy Oseary |
| Headquarters |
New York City, New York, United States |
|
Area served
|
Worldwide |
| Products | Handbags Footwear Accessories Intimates Fragrances |
| Parent | Iconix Brand Group |
| Website | www |
Truth or Dare by Madonna is a lifestyle brand by American recording artist Madonna. It is the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group. This is the second brand from the venture after Material Girl, which is a fashion line designed by Madonna and her daughter Lourdes and launched in 2010. Initially the line will be launched with handbags, footwear, accessories, intimates and fragrances.
The first product released was a fragrance of the same name, released by Coty, Inc. and launched in the United States in April 2012 exclusively to Macy's departmental stores (who also exclusively sold "Material Girl" in the United States), and globally in May 2012. The brand's primary demographic is women in the age range of 27–50 and its commodities would include a variety of apparel. In March 2012, the second product, women's footwear was announced to be launched in the fall of 2012 in association with ALDO Group.
Madonna's main inspiration behind the perfume was her mother, since her perfume's smell had always been cherished by the singer. She wanted to create a contemporary version of her mother's fragrance, and collaborated with perfume maker Stephen Nilsen. A promotional campaign was announced for the release, with Madonna to be featured in print-ads, television, and online marketing campaign. The singer would collaborate with Fabien Baron on the promotional activities; Baron had worked with Madonna on her 1992 coffee table book, Sex. To deliver the perfume to beauty editors, Madonna enlisted two handsome male models for the job. This was followed by the first advertisement for the fragrance, illustrating an image of the singer from her 2010 photoshoot with Interview magazine.
In November 2011, Madonna announced plans of launching her own global lifestyle brand, called Truth or Dare by Madonna; it is her second lifestyle brand following Material Girl with her daughter Lourdes. The architect of the brand is "MG Icon" which is a joint venture between Iconix Brand Group Inc., Madonna and her manager Guy Oseary. The chief executive officer of Iconix Brand Group, Neil Cole, felt that there is enough interest behind fashion brands introduced by Madonna. Drawing the example of the Material Girl brand—which was already a commercial success—Cole believed that there would be high demand for a brand that is endoresed solely by Madonna. Truth or Dare would be initially launched with handbags, footwear, accessories, intimates and fragrances. Since the Material Girl clothing was aimed at teenagers, Madonna's targe for the brand was women in the age range of 27–50. In an interview with Women's Wear Daily, Madonna stated her inspiration behind the name Truth or Dare:
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