Madonna announced this week that she will be launching a new brand named after her infamous 1991 documentary film: Truth or Dare. The line will be completely separate from the junior line she launched with her daughter, Lola, that's exclusive at Macy's. "The "Truth or Dare" brand will be a bit more accessible then Material Girl — not on exclusive lock-down with Macy's — and Madonna herself will be the face of the line." – According to Billboard Magazine. However, The Rolling Stone also reports, "he fragrance will launch March 26th in the U.S., and will be sold exclusively at Macy’s. Inspired by scents her mother used to wear, Truth or Dare is a "timeless and yet modern" perfume"
Madonna is a true star that reaches beyond traditional celebrity endorsements and despite her age, her relevance and influence remain unchanged and unchallenged. However, clothing lines are tough, hopefully with the ICONIX brand group behind it, they should be pretty successful. Most of the ICONIX brands feature celebrities as major parts of the brand and marketing campaigns – think Rocawear, Candie's, and Material Girl. What's more, ICONIX has also learned from its mistakes – like forever tarnishing and almost completely killing the Ed Hardy brand.
The line will launch with the Fragrance on March 26th with the Material Girl's clothing line to follow shortly there after in 2012.