Time to put Madonna’s dancing shoes on!
Madonna will soon be dancing in her own shoe, making her fashion mark again with a line of footwear under the new Truth or Dare label, owned by MG Icon, the joint venture formed in 2010 by Madonna and her manager, Guy Oseary, and Iconix Brand Group Inc.
The collection will launch for fall 2012 and will be produced by Aldo Group Inc., marking the first footwear license agreement for the company.
Footwear has always been a critical part of the plan, said Iconix CEO Neil Cole. And realizing that Aldo was willing to do wholesale, it was the perfect timing.
Nicholas Martire, GM of Aldo Product Services, added that it was also time for Aldo Group to add new depth to its business. It is a way for us to move forward, he said of the deal.
The initial footwear offering consists of more than 60 styles, including flats, heels, booties and over-the-knee boots, set to retail for $89 to $349. Many of the dance-inspired looks will feature studs and cap-toe details. Arianne Phillips, will serve as the creative consultant, but the Madonna 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.
Looks from the Truth or Dare collection, owned by MG Icon.
Photo By Thomas Iannaccone.
The shoe collection comes with the support of big retail players, including Nordstrom, Asos.com and Macy’s, which also was the launch partner for Madonna’s first retail project: the Material Girl line that hit in August 2010. This time, select stores will feature special displays to promote the Truth or Dare brand, and Selfridges in the U.K. will create a pop-up shop. The line also will debut at The Bay in Canada.
Beyond the name appeal associated with Madonna, the Macy’s team was impressed by the brand’s great dress shoes and boots, said Deanna Williams, a spokesperson for the retailer. We think our customer will be excited about this line because it’s by such an iconic and innovative creative such as Madonna.
Looking ahead, Cole said he plans to expand the brand globally to Germany, France, Spain and Italy in 2013, targeting 27- to 50-year-old women, an older audience that “has graduated from Material Girl, says Lanie List, chief merchandising officer at Iconix. It’s what the sexy woman wears to suit all her needs, not just what’s sexy.
Cole stressed that the new brand isn’t a typical celebrity enterprise due to Madonna’s involvement. I don’t really look at it as a celebrity line, he said. The key is going to be great product and marketing, and the fact that Madonna is our partner is an added twist.
To market the brand, Iconix will roll out print and online advertisements next month that feature the pop star. And there are plans for Madonna and her backup dancers to wear modified versions of the looks on her upcoming tour, which kicks off this summer.
From an article by Women Wears Daily.