The Truth or Dare label, owned by MG Icon, will be debuted this fall and is produced by ALDO Inc. The shoes will range in price from $89 to $349. Madonna's friend, stylist and W.E. costume designer Arianne Phillips, will serve as creative consultant.
I don't really look at it as a celebrity line, Neil Cole, CEO of Iconix Brand Group Footwear, told Footwear News. The key is going to be great product and marketing, and the fact that Madonna is our partner is an added twist.
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 line will feature over 60 styles including flats, heels, booties and over-the-knee boots and will appeal to women over 27-50 years of age. It will be sold at Nordstrom, Asos.com and Macy's with intentions to expand in Germany, France, Spain and Italy in 2013.
We think our customer will be excited about this line because it's by such an iconic and innovative creative such as Madonna, Deanna Williams, a spokesperson for Macy's said.
Her attachment to the brand is critical -- she has always been a fashion icon and people love her -- but at the end of the day, the product has to be unique, Marc Beckman, founder and CEO of Designers Management Agency, a New York-based talent and brand management firm.