Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Madonna's Upcoming Lifestyle Line Will Be Targeted at a Customer Who's No Longer a Material Girl

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Madonna's Material Girl line that's sold exclusively at Macy's has been a hit with the preteens, but WWD reports that a line for "an older customer" (that would be 27 to 50) is in the works. And similar to Material Girl, the title of it also echos Things Madonna Was Famous for in the '80s and '90s: Truth or Dare.

She's doing it as a joint venture with Iconix Brand Group Inc. and businessman Guy Oseary, and says, "I have been approached countless times to create my own brand. The timing is right and I have found great partners in Iconix, who can help translate my vision to reality." That vision will include an entire lifestyle line, with fragrance and accessories arriving in 2012 and footwear, handbags, and intimates expected to follow. Surprisingly, no one asked Lourdes for her opinion.
· Madonna to Launch Second Lifestyle Brand [WWD]