After Madonna premiered her new video on Wednesday, hosted by MTV and screened live on YouTube, her style was in the spotlight and she even did a stealth merch promo to celebrate her single with Colombian singer Maluma.
For the screening of the “Medellin” music video, the 60-year-old pop star wore a lace bodysuit, a pleated mini skirt and fishnet stockings with a sharply tailored navy pinstriped jacket customized with all-over punk-inspired chain charms, patches and even an armband that referenced the pop star’s “Madame X” alter-ego. She also notably donned a black eye patch with a glittery red Swarovski crystal “X,” a round white ring decorated with a red “X” and gobs of layered necklaces.
Merchandise inspired by the “Medellin” video and upcoming album Madame X is already available at shop.madonna.com, with items including a $15 eye patch, T-shirts (including a sold-out, limited-edition long-sleeved $30 design and a short-sleeved tee with art from the new video “available for one week only”), sweatshirts, scarves, a tote, a gold Madame X logo necklace, a limited-edition hand-numbered lithograph and an array of digital music, as well as special bundled sets.
The sold-out lithograph (a limited run of 500 and part of a $95 set) reads: “Madame X is a secret agent, traveling around the world, changing identities, fighting for freedom, bringing light to dark places. She is a cha-cha instructor, a professor, a head of state, a housekeeper, an equestrian, a prisoner, a student, a mother, a teacher, a nun, a cabaret singer, a saint, a prostitute.”
The pricing all seems like a steal, following on the heels of rapper-fashion designer Kanye West’s Coachella-branded merch, peddled in a white tent that read “church clothes” with starting prices of $50 for a set of socks that read “Jesus” and “Walks” or “Church” and “Socks” on each foot. There were also $70 short-sleeved “Trust God” T-shirts, $165 sweatpants and $225 “Holy Spirit” sweatshirts that instantly sold out.
More high-fashion iterations of the eye patch also repeat (in white leather embellished with clusters of safety pins) in the “Medellin” music video, pushing it as an unexpectedly covetable accessory. While the site only offers a logo “Madame X” eye patch in black or red, maybe new variations will show up in the next drop.
Providing a lesson in marketing, Madame X is adept at always making her fans want more.
This article originally appeared in THR.com.