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

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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]