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." Cone bras anyone?!
The "Truth or Dare" brand will be a bit more accessible then Material Girl -- not on exclusive lockdown with Macys -- 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."
In the meantime, Madonna and daughter Lourdes are looking for a new face for Material Girl. The duo recently released a humorous viral video of them chatting about the search for their next "Lucky Star."
Madge is quite specific in what she is looking for, saying: "We're looking for a woman-girl-female-child who embodies a certain je ne sais quoi, a certain spirit, energy, attitude. Cares but doesn't care. Material but immaterial. Likes to shop but also cares about, um, feelings."
The person who embodies all of this will be the face of Material Girl in stores, online, in print ads and on a Times Square billboard. Check out the video below. Are you their next Lucky Star?