personal brands

Madonna Zips Up Shoe Collaboration Ahead of New Album Release

Posted by Mark J. Miller on March 19, 2012 02:02 PM

Truth or Dare hit movie theaters way back in 1991, but Madonna is still milking the brand. She's already selling Truth or Dare fragrances at Macy's and now she’s putting out a Truth or Dare shoe collection as a precursor to a fashion collection of the same name. The timing isn't coincidental — the singer's next album, titled MDNA, launches on March 27th.

The Truth or Dare line, a collaboration with Canada's Aldo Group, will offer more than 60 styles when it launches in August. The cost: between $89 and $349, the perfect price point for any Material Girl.

More details from the press release:

MG Icon, the joint venture among Iconix Brand Group, Inc., Madonna and Guy Oseary, announced today that Truth or Dare by Madonna, the second brand to launch under the MG Icon venture, will enter a licensing agreement with Aldo Product Services, a division of The Aldo Group, for Truth or Dare footwear.

August 2012 marks the global launch of the Truth or Dare footwear collection at Macy's and Nordstrom in the United States, Selfridges and ASOS.com in the United Kingdom, and The Bay, Little Burgundy and Capezio in Canada.

The Truth or Dare by Madonna brand targets Madonna's core demographic, women aged 27-50 who have a timeless style and an innate sex appeal. Truth or Dare by Madonna was created to showcase the dichotomy that is Madonna, both powerful icon and feminine beauty.

Lanie List, Chief Merchandising Officer, Iconix Brand Group, commented, "We are excited to be working with Aldo on Truth or Dare by Madonna. They are a recognized leader in the industry who understand Madonna's vision for her footwear collection."

"Combining our global footwear and retail expertise with the vision of a fashion icon like Madonna plays right into our strengths," stated David Bensadoun, President Aldo Global Retail and Aldo Product Services. "The Truth or Dare licensing agreement is an incredible opportunity that expands our international market reach and capabilities."

The singer's longtime stylist Arianne Phillips, who was nominated for an Academy Award for costumes for the Madonna-directed W.E., is serving as creative director on the Truth or Dare collection, although Phillips says the star is more involved than that might imply.

"Her fingers are really on this brand," Phillips told the Hollywood Reporter.. "The first thing I did was remind her of all the shoes she wore over the years, and we took the styles that we can't live without. You can always depend on her to bring her style and provocateur quality, but she also has a very feminine perspective."

The plan is to eventually have “clothing, intimates, accessories, body care, etc.” as part of the line. Madonna's first licensing deal via Iconix was the branded clothing collection targeting young women her daughter's age, the similarly retro-titled Material Girl, which can still be found in the junior's racks at Macy's and has morphed from minor celeb ambassadors (Taylor Momsen and Kelly Osbourne) to amateur models.

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