Madonna Announces New Lifestyle Brand and Fragrance - Rolling Stone
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Madonna Announces New Lifestyle Brand and Fragrance


Madonna attends the premiere of her film, 'W.E.' in Toronto.

George Pimental/WireImage

A week ago, we reported on Madonna‘s search with her daughter for “The Next Material Girl” to front an upcoming campaign for their junior’s clothing line. But the pop icon just raised her style stakes way higher: she has announced that she will be launching a second clothing line, Truth or Dare by Madonna, for adults, as well as a fragrance of the same name.

The clothing line is set to launch in 2012 and will target customers aged 27 through 50. It will showcase the icon’s hard/soft duality with a design scope that will reportedly include footwear, handbags, and, of course, intimates.

Meanwhile, the 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 told WWD. “[My mother] always smelled like gardenias and tuberose, an intoxicating mixture [that was] feminine and mysterious. I wanted to recreate this scent, but with something fresh and new about it as well. Something honest and yet daring — hence the name Truth or Dare.”

As has been speculated, this expansion of Madonna’s fashion empire has been in development for quite some time. As WWD says, “In the cosmos of celebrity marketing, one of the ultimate icons has finally been snared.”

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