Madonna has teamed up with Aldo and is launching her first shoe collection in August, under the new Truth or Dare label. The label is owned by MG Icon, a joint venture between Madonna, her manager, Guy Oseary and Iconix Brand Group. The collection also marks the first license agreement for Aldo.
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The initial collection consists of more than 60 styles including flats, heels, booties and over-the-knee boots, set to retail for $89 to $349 and aimed at 27-50 year old women. Madonna’s friend, stylist and “W.E” costume designer Arianne Phillips serves as the collection’s creative consultant, but the pop superstar herself will also have constant input into the line’s development.
“Her fingers are really on this brand,” Phillips told Footwear News. “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 collection is expected to be stocked by a number of major retailers including Nordstrom, Asos.com and Macy’s, which was also a launch partner for Madonna’s first retail project: the Material girl collection that hit in August 2010. Selfridges in the UK will also create a pop-up shop for the collection and the brand is expected to expand globally to Germany, France, Spain and Italy in 2013.
In addition to shoes, the Truth or Dare brand will launch intimates later this year and is in discussions about legwear and additional accessories for 2013.
The Macy’s team was impressed by the brand’s “great dress shoes and boots” and expect their customers to be excited by the collection. What do you think of the initial press photographs?
Source: Footwear News